BCO6604 Customer Relationship Management Semester 1 2011 Lithan Hall Singapore Presentation (30% of assessment) & Short Paper

(25% of assessment)
This assignment should be done in groups of no more than 2 students. You must select a customer relationship management systems topic in conjunction with your workshop leader. The topic chosen will form the basis of a professionally written paper and presentation. Students can select topics based on their own understanding and investigations of the different types of CRM systems or applications across different industry settings. The scope of the CRM topic can be relatively narrow or broad. Some suggested, but not definitive topics might include the following: Business case for CRM systems adoption How CRM creates value for customers Managing networks for CRM performance Data mining CRM IT requirements for CRM CRM outsourcing CRM applications for small business CRM systems in banking Mobile CRM applications Strategic value of CRM systems Cloud computing and CRM systems Using CRM to managing supplier relationships Web Services and CRM The CRM Interaction centre CRM Marketing automation CRM and Service delivery CRM systems implementation CRM systems in retail

Students are encouraged to select a topic area that might be relevant to their workplace and include a real-world case example as a component of their final presentation and paper. Topics that are based on a workplace scenario typically provided the foundations of high quality projects. International students have in the past selected topics that have been related to their country of origin and/or previous work experience. (Some of the topics undertaken by previous students involving CRM are included in the Appendix). NOTE: You must apply for approval for your topic by e-mailing your workshop leader. DO NOT commence work on this assessment task until you receive approval by return e-mail from your workshop leader. Topics will be allocated on a first-come, first-served basis in the week nominated. Your workshop leader will provide further details. The Short Paper You are to prepare a short paper that briefly outlines the relevant and up-to-date issues associated with your chosen CRM topic. The paper will contribute up to 25% towards the final assessment and should be between 1800-2200 words in length. Papers that are outside the suggested word length will be returned to students. It is important that the points you discuss in this paper are properly referenced. You should consult appropriate references from the library or any other suitable source (books, journals, magazines, newspaper articles, websites and so forth). The paper should reference at least ten journal articles and it is expected that the Harvard (in-text) method of referencing will be used.
BCO6604 Customer Relationship Management Page 1 of 3

If your topic has similar content as has been referred to in lectures, make sure that the same material is not covered in your paper or presentation. Given that this will be a current issues paper, references should be not greater than 5 years. Your paper must be concise. The paper should be of a professional standard and needs to include documentation features such as appropriate & consistent size font, title page, headers/footers/numbering and proper labelling of any tables or figures. The paper should include the following sections: Abstract or executive summary (not part of the total word count). Introduction this section will give a brief overview of the papers content. Brief analysis or literature review of your topic area this section should at address issues associated with benefits, disadvantages, strategy, costs and impacts. The paper should include a succinct case-study as part of the appendix (not part of the total word count). The case can be selectively referred to in the main paper. Direct quotes from the literature or case study should be not be overtly used and need to be minimal direct quotes are not considered as part of the overall word count. Note that the case study should not be the focus of the paper. The purpose of including the case study in the paper is that it allows selective examples to be matched to the literature. Conclusion or summary. References (not part of the total word count). Appendix containing the case study (not part of the total word count).. A Turnitin summary showing a similarity check which must be less than 10% (should be placed in Appendix. Not part of the total word count).

The Presentation The presentation to the class will contribute up to 30% towards the final assessment. The presentation: Should be no longer than 15-20 minutes in length. Overtly long and short presentations will be penalised. Should provide a brief overview of the literature that is documented in the short paper. The main presentation will focus on the industry case study that you have chosen as part of the topic (this should match the case documented in the papers appendix). Presentation time should be allocated equally between group members. The presentation is expected to be of a professional standing. Assessment will be appropriately allocated. Your presentation should be prepared using Microsoft PowerPoint. However, other innovative and practical forms of presentation media are encouraged. The inclusion of video or other support material needs to be relevant and short. The inclusion of such things as YouTube videos will count toward the overall time limit of the presentation. You are required to hand out summary notes for the presentation to your audience assume one copy of notes between 2-3 people. You are to arrange with your workshop leader the date of the presentation. Presentations will normally occur during Weeks 10, 11 and 12 of semester. As with topic selection, presentation schedules will be allocated on a first-come, first-served basis in the week nominated.
BCO6604 Customer Relationship Management Page 2 of 3

Assignment Requirements: Prepare and present your topic in 15-20 minutes using Microsoft PowerPoint. You are expected to be available to present at the start of the presentation session and presentation order will be randomly selected. Group members who are late for the start of the presentation session should submit either a doctors certificate or other appropriate documentation after the session to avoid being penalised for lateness. It is expected that students will attend at least two of the three presentation sessions (marks may be deducted for non-attendance). Hand out summary notes for the presentation (one copy between 2-3 people and one for your workshop leader). Prepare and submit a short paper to your workshop leader. The paper should be of a professional standard. All papers must be submitted to Turnitin for a similarity check and must comply with Faculty guidelines associated with plagiarism similarity check must be less than 10%. Date Due: The short paper and presentation is due at the same time as the presentation in either Week 10, 11 or 12. Penalties for late submissions will be enforced at the rate of 25% of available marks per week.

Appendix
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. Analytical CRM at Westpac CRM in the Airline Industry Hosted CRM solutions: The case of Dun & Bradstreet The CRM Interaction centre CRM Systems in Retail Advantages of implementing Mobile CRM in sales and marketing CRM implementation: A case from Walt Disney World Resorts Adoption of CRM to manage the customer lifecycle Business Transformation in Automobile industry with CRM (Volkswagen- S.Africa) The Influence of CRM in the Banking Sector CRM system at Corum CRM Benefits in the Australian Banking industry CRM Systems in the ABC Bank of Pakistan Deploying Mobile CRM Applications on Smartphones IT requirements for CRM Developing a Customised Solution with Establishment of CRM Strategy Service CRM in call centres Implementation Issues Associated with Mobile CRM. CRM in Government Sectors Strategic value of CRM systems: case study based on Energex Applications of customer acquisition, retention and development practices to employees Benefits of CRM in a Small Business environment Change Management & CRM Deployment. Customer Relationship Management (CRM) at Telstra. Issues associated with CRM Outsourcing.

BCO6604 Customer Relationship Management

Page 3 of 3