| CODE | MGT3201 | ||||||||
| TITLE | e-CRM Systems, Data, Service | ||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 6 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Business and Enterprise Management | ||||||||
| DESCRIPTION | e-CRM will be shown to be The study-unit will discuss eCRM Systems, and related Data and Service with the following indicative content: - eCRM functionality; functionality for the seller / buyer intraction e.g. B2B, B2C, P2P interactions - different channels; - eCRM UI; Charts, Dashboard, Views - e-CRM User Roles: CXOs, Managers – service managers, marketing managers, salespersons; - the sales funnel concept – a generic workflow: software functionality; data; - Calendar and calendaring functionality; - eCRM entity types; Lead, Connection, Appointment, Contact, Account, Opportunity, Case and Bill entity types; - Marketing campaign; Budget; planning; creating, managing and closing campaigns and budgets; - Workflows: creating workflows, editing workflows e.g. adding / removing business steps, conditional statements, publishing; - Query and Reporting; Dashboards and Charts; - Internal Alerts; criteria; - Scheduling; facilities and equipment; resource groups; staff availability; - e-CRM relationship to Business Analysis and Enterprise IT Plans, company Strategic Planning (ISSPs); Study-Unit Aims: The e-CRM unit takes an outward looking view, The rich product / service-wide data, process data, as well as data of external origin collected will then be shown to be a basis for Business Intelligence, BI. Students will be led to master: - concepts - objectives - theory - practice and - trends in planning and deploying of e-CRM in the digital enterprise. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - undertake further academic and / or professional study, or dissertation / research in the area; - locate the role and purpose of eCRM automation as discussed in relation to businesses; - understand and communicate eCRM as System spanning the strategic and tactical – eCRM System as Workbench; - reason on and about Data within or that it can include, embrace, access as eCRM Data Workbench for strategy e.g. service / product strategy, market strategy; - appreciate the rapidly mutating possibilities of the above – analytics to ML/AI e.g. machine intelligence for decision / makers in specific business roles / positions. 2. Skills: By the end of the study-unit the student will be able to: - participate as joiners in real-world organizations acquiring eCRM systems / systems providers or integrators proposing them; - contribute / operate as junior participants in deliberations in real-world organizations on eCRM Systems e.g. a Use Case for new features, e.g. developer thinking in Python; - contribute / operate as junior participants in real-world deliberations on eCRM Data sets, capture and use data / information assets in analytics, in foresight work. Students will have, besides Books in the University library a selection of materials on the VLE such as: - Case Studies - Prodyct / System Reports, Surveys - Industry / Sector Reports - Qualitative / Quantitative Survey studies. - VLE materials complement learnings in Lectures, class discussion, individual independent study, and Group study initiatives among students Main Text/s and any supplementary readings: Main Texts - Books: - The Art of CRM: Proven strategies for modern customer relationship management, Fatouretchi M., Packt Publishing, 362 pages, ISBN:1789538920, 2019 - Customer relationship management: concepts and technologies, Buttle, Francis and Maklan, Stan, 4th ed., Routledge, 2019 - Strategic planning: systems thinking in practice, by The Open University, 157 pages, 2023 - CRM, J. Wiley, Helgeson Lars, 368 pg., 2017 - Customer Relationship Management, Springer, 2018 Supplementary Readings: Academia – Management: - IMD – Lusanne. http://www.imd.ch/ - INSEAD – Fontainebleau. http://www.insead.edu/home/ - Universita’ Commerciale Luigi Bocconi – Milanhttp://www.unibocconi.eu/wps/wcm/connect/SitoPubblico_EN/Navigation+Tree/Home - Said Business School – Oxford University. http://www.sbs.ox.ac.uk/ - Judge Business School – Cambridge University. http://www.jbs.cam.ac.uk/ ENVIRONMENTAL SCANNING AT STUDENT'S INITIATIVE: - Students would be habitually following emerging issues and trends in business and technology. - Students follow and read-up on and around CRM, at their own initiative, on the VLE and seeking further. - Students seek credible sources, academics / professionals, with affiliated with reputable organisations. |
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| RULES/CONDITIONS | Before TAKING THIS UNIT YOU ARE ADVISED TO TAKE MGT2345 | ||||||||
| STUDY-UNIT TYPE | Lecture, Independent Study and Group Learning | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Robert M. Cachia |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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