ANALYSIS, DESIGN AND IMPLEMENTING
A CRM PLATFORM
COURSE SYLLABUS
2012, xxx
Instructor: Mehmet Özgür Genç, Ph.D.
Office:
Lab XXX
Office Hours:
Monday 19:30 – 22:00
Contact Phone:
0530 035 85 62 / 0533 225 93 05
Email:
ozgurg@microsoft.com – ozgurg@hotmail.com
Group Email:
crmyeditepe@yahoogroups.com
I.
Course Description
This course focuses mainly on both the theoretical aspects and practical aspects of a CRM platform
including analysis, design and implementation. While combining theoretical and practical concerns
of building an enterprise-wide CRM platform, major and critical subjects on information systems
implementation, user resistance and acceptance, enterprise architecture including strategy, business,
and application and technology layers, project management will also be covered in this course. One
of the main goals is to put students in contact with real world CRM applications and methodologies.
Upon successful completion of this course, the student will be expected to:
1. Understand theoretical and practical aspects of a CRM platform
2. Show moderate level demonstration on using and implementing Microsoft Dynamics
CRM 2011
3. Develop some level of architecture of a specific industry CRM implementation
4. Show ability to write SRS and design documents
II.
Overall Course Content
i.
General Concepts
-
What is CRM? Tools and Softwares
-
Why do enterprises need to implement CRM?
-
Types of CRM (Analytic, Operational…)
-
CRM ROIs and Metrics
-
CRM Application Comparisons (Benchmarking, Gartner Reports and General Market
Info)
ii.
-
Enterprise Architecture for a CRM implementation (TOGAF and ITIL methodology)
-
Mobility and Future of Mobile CRM
Processes and Functionality (Analysis and Design)
-
Sales Force Automation (SFA)

Potential Customer Management
-
Opportunity and Quote Management

Existing Customer Management and Cross-selling, up-selling
Customer Management

Segmentation

Product, Profitability, Loyalty and Retention

Churn analysis and customer value

Customer Life Cycle and Lifetime Value

Customer Contact Analysis

Customer Equity and Loyalty
-
Customer Services (Request, Inquiry and Incident Management)
-
Campaign Management

Reactive Campaigns

Proactive Campaigns

E-channels (Internet Banking, e-News, Banners, Facebook, Twitter, LinkedIn…)
-
Customer Survey Management
-
Product Eligibility
-
Customer Assets Management
-
Knowledge Management
-
Workflows and Notifications (Birthdays, anniversaries, due date alerts…)
-
Dashboards and Reports
-
iii.


360° view of customer

720° view of customer

Managerial Dashboards

SFA Reporting
Goal Management

Sales Goal Management

Customer Services Goal Management

Marketing Goal Management
Workshops and Practice
-
Introduction to Dynamics CRM 2011 - Training
III.
-
Designing a CRM Application for a specific industry (class wide study)
-
Presentations and Experience Sharing from Professionals
Course Outline
Week
Week 1
Activity
General Concepts
Week 2
General Concepts Continued
Week 3
Introduction to Dynamics CRM 2011
Week 4
Lab 1: Using Dynamics CRM 2011
Sales Force Automation Implementation
Lab 2: Using Dynamics CRM 2011
Week 5
Customer Services Implementation
Lab 3: SFA Implementation
Assignments Due
Read online articles and
documents references until next
week
Read online articles and
documents references until next
week
Read online articles and
documents references until next
week
Read online articles and
documents references until next
week.
Take home: Prepare a SFA model
for a specific industry.
Read online articles and
documents references until next
week
Lab 3: Customer Services Implementation
Take home: Prepare a CS model
for a specific industry.
Read online articles and
documents references until next
week
Week 7
Interview 1: Yapı Kredi Emeklilik IT Manager
Take home: Prepare a marketing
model for a specific industry.
Project Assignments
Week 8
Lab 4: Marketing Implementation
Midterm – Paperwork
Week 6
Marketing Implementation
Midterm – Practice
Week 9
Workflows and Notifications, Dashboards
Lab 5: Using Dynamics CRM 2011
Read online articles and
documents references until next
week
Week 10
Interview 2: Microsoft Executive
Take home: Prepare workflows
and dashboards for a specific
industry.
Project Assignments continued
Week 11
Lab 6: Building Workflows and Dashboards
Goal Management
Project Assignments continued
Lab 7: Project Assignment Workshop
Week 12
Lab 8: Project Assignment Workshop
Take home: Prepare goals and
Project Assignments continued
Metrics for a specific industry.
Project Assignments continued
Week 13
Project Presentations
Project Assignments continued
Week 14
Project Presentations
Project Assignments continued
Week 15
Final Exam