PROJECT NOTIFICATION
21 July 2005
1.
Program Title:
APO-HMC e-Learning Program on Customer
Relationship Management Systems
2.
Duration:
3 October – 2 December 2005 (two months)
3.
Implementing
Organization:
Henry Management College (HMC)
Address:
Phone:
Facsmile:
e-Mail:
4.
Number of
Participants
5.
Closing date for
Nominations
6.
Learning Outcomes and Objectives
Greenlands, Henley on Thames
Oxon RG9 1AU, United Kingdom
44 (0) 1491 571454
44 (0) 1491 571574
mike.palmer@henleymc.ac.uk
Approx. 10 participants
2 September 2005
In the move towards the integrated and globalized digital economy, many organizations find
that using Information Systems to enhance their relationships with selected customer
segments is fast becoming a strategic priority. Information asymmetry is now seen as a key
source of strategic advantage. Many organizations are striving to achieve such asymmetry
around customer information. To achieve desired customer relationships, many are attempting
to re-organize their business processes around the customer and introduce increasingly
flexible access methods that make use of, and help the customer gain value from, many
communication channels.
This program aims to enable participants to uncover the key points and priorities that need to
be addressed by their organizations, to manage customer information strategically. It takes a
comprehensive view of information management, and includes coverage of technological and
organizational factors.
After studying this program, participants should be able to:
•
Describe the information management implications of choices made at a customer
relationship level, in particular multi-channel access, and assess the information
infrastructure implications.
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•
•
•
More broadly, appreciate the organizational changes required by the need to manage
information in an increasingly customer-centric environment (as opposed to product or
function centric)
Evaluate how information management and information technology choices impact on
the marketing strategy of the organization, and its ability to sustain competitive
advantage.
Develop objectives for managing CRM technology to ensure and sustain alignment
between fast moving marketing strategies and the Information Systems function.
Syllabus/content
Theme 1: Customer Information Management in the networked economy
This theme will explore the information management implication brought about by rapid
changes in relationships enabled by the networked economy. Such implications will be
considered at all stages of the information management cycle (sensing, collecting, organizing,
processing and maintaining information). Specific topics covered are:
•
•
•
•
Supply chain relationships, typically characterized by an increasing number of
partners and new business models.
The role of Enterprise Software, such as CRM, in these relationships and in the march
of Moore's law.
Customer relationships, multi-channel access, characterized by the need for
integration and information rich offerings. Increasing complexity of relationships.
The CRM precursor need to segment the market and establish a clear definition of the
desired customer profile. Internal relationships, characterized by the need to change
internal processes (back and front office) to support information rich and fast-moving,
Internet-enabled external relationships.
Theme 2: Managing CRM technology
•
•
•
An overview of CRM technology and CRM software market dynamics.
CRM implementation issues (Shift in CRM application architecture and spending.
Explosion of customer data, vendor churn, increasing numbers of project failures,
CRM application service providers, project team composition).
Critical success factors for CRM and data warehousing (integration, scalability,
resilience).
Theme 3: Organizational consequences of Customer Centric Information Management
•
•
Impact of CRM technology on the 'front-line' (Information management skills for
customer interaction, privacy, security).
Changes to business processes (how the business is organized, information sharing
behaviors).
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Program Schedule and Learning Commitment
The program schedule runs over a 2 month period as indicated. Participants will need to allow
for an average of 6-8 hours per week study time and additional time to prepare an assignment
for assessment.
7.
Qualifications of the Participants
Participants should have a minimum of university degree and at least 3 years of management
experiences. They should also hold an English language proficiency certificate as the program
will be delivered and facilitated in English.
8.
Course Fee and Financial Arrangement
(a)
Fee per participants:
750 British Pounds (based on a minimum of 8 participants);
(b)
Fee to include: i) Access to program e-environment, ii) Access to e-library and
selected commercial databases, iii) tutor facilitation and guidance for the duration of the study
period, iv) All materials necessary to completed the programs; v) charges of Assessment and
Certification.
(c)
Financial arrangement: On behalf of all selected participants APO Secretariat will
register and make payment of 750 British Pounds per each participant.
* Note – e-Learning program is all e-based and does not involve physical attendance.
9.
Others
(a)
Lead tutor: Professor Jean-Noël Ezingeard
Jean-Noël Ezingeard is Professor of Processes and Systems Management at Henley
Management College. His first degree was in Engineering Science from Ecole
Centrale de Lille, an Engineering Grande Ecole. He later obtained an MSc in
Advanced Manufacturing Systems and his PhD from Brunel University. His doctoral
research was on performance evaluation techniques for Information Systems. He
joined Henley in 1998, become a College Professor in 2004 and Academic Dean in
July 2005. Before joining Henley, Jean-Noël was a lecturer at Brunel University and
Course Director for the Special Engineering Program. He has developed workshops
on Information Systems and Business Processes Management for companies such as
TotalFinaElf, Canon, IBM, ISS, Lloyd’s of London. He is also a regular speaker at
conferences in the UK and overseas. He is also a visiting professor at the Lille
Graduate School of Management.
(b)
Assessment and Certification
Participants would have the opportunity to prepare a work-based assignment which would be
submitted to Henry and assessed. If successful, they would receive a “Certification of Study”
certifying that they have passed an assessment at Masters level.
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(c)
This custom-made program is targeting minimum 8 participants. If the participation
from APO member countries is lower, HMC would consider individuals joining the MBA
students taking the subject as an elective.
(d)
IT Hardware requirements:
Participants will be required to access large files on the Internet and to participate in web
conference sessions. Participants are advised to ensure they have a good Internet connection
and access either to broad band or two separate lines to allow connection to the Internet with a
telephone conference simultaneously.
10.
About Henley Management College
HMC is one of the longest established and highest ranked business schools in the world,
founded in 1945 as a place for the development of senior managers in industry, and as such
was the first business school in the UK. It’s service to industry and commerce has grown and
developed over the years and it now works extensively with a significant number of
international companies based in different parts of the world, delivering business education to
practicing managers in more than 100 countries from our Oxfordshire site and via our 22
international associates.
Last year over 4,000 executives from leading international companies attended development
programs at Henley and close to 6,500 managers studied for the renowned Henley MBA
worldwide. HMC’s specific credentials include being one of the first business schools in the
UK to achieve accreditation from all three leading accreditation bodies:
AMBA
EQUIS
AACSB
[UK]
[Europe]
[USA]
Additionally, HMC is:

ranked 10th in Europe and amongst the top 25 business schools in the world;

the pioneer of syndicated teaching, through the work of Dr. Meredith Belbin; and

expert in the use of electronic learning support for global learning programs.
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