BCO6604— Customer Relationship Management T1 2020

BCO6604— Customer Relationship Management T1 2020

Due Date : Week10 or Week11 depending on presentation day

Presentation (20% of assessment) & Short Paper (25% of assessment)

This is a major collaborative group-work assignment for the CRM unit (group size will be 3-4 students). The customer relationship management topic selected for the assignment will be 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 one issue associated with digital marketing across a selected country. Some suggested topics might include the following:

TopicGroup
Artificial Intelligence and Customer Relationship Management (CRM) CRM Implementations in Small Business Emerging Trends in CRM Innovations in CRM domain CRM Analytics CRM Predictive Analytics CRM Billing CRM Interaction Center CRM Marketing CRM Master Data CRM Middleware CRM Mobile Sales and Service CRM Pricing and Configuration CRM Sales CRM Service CRM Channel Management CRM WebClient UI CRM Strategy CRM Security CRM Best Practice Solutions CRM Fiori Apps CRM on Hana Database CRM on Cloud Others approved by Lecturer or Tutor.

A country to examine this topic will be one of India, Vietnam, Thailand, South Korea, Malaysia, Laos, Cambodia, Singapore, Kenya and Australia.

*The topic should be specific and focused. Indeed, many of the suggested topics listed in the table are broad and will need to be further refined.

READ— before contacting the workshop leader: You must apply for approval for your topic by e-mailing your workshop leader with group member names and student numbers, the topic and country of focus and the week in which you wish to deliver the presentation.

Provide a description of the case studies you will use in the presentation/paper.

DO NOT commence work on this assessment task until you receive approval by return e-mail from your workshop leader.

Note— Not all topics may be approved. Groups that are organised and get back to me with their marketing topic & country, week of delivery and cases will have a high likelihood of early approval.

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 2000-2500 words in length. Papers that are outside the suggested word length will receive a severe penalty mark. The paper must be concise.

It is important that the paper’s content and points be referenced. You should consult a broad set of sources for the paper that include books, journals, consultancy reports, industry articles, websites and so forth. The paper should cite at least ten journal articles and Harvard referencing is be used. The paper should NOT include content covered in lectures. As a current issues paper— references should be no older than 5 years.

The paper should be of a professional standard and needs to include documentation features such as appropriate & consistent size font, title page, headers/footers, page numbering and proper labelling of any tables or figures.

The paper should include the following sections:

  • Abstract or Executive Summary (not part of the wordcount)
  • Introduction— this section will give a brief overview of the paper’s content.
  • Brief literature review of your topic area— this section should address issues associated with strategy, benefits, challenges and technology. The paper must include industry examples to support the four issues areas. These examples should be succinct and selectively referred to in the mainpaper.

Note that the industry examples should NOT be the focus of the paper. The purpose of including the industry examples is to allow brief examples to reflect the literature review.

  • Conclusion (place the paper’s word count at the end of the conclusion)
  • References (not part of the total word count).
  • Appendix (not part of the total word count). The appendix is a section containing one paragraph that summarises the industry examples used in the paper. Please indicate the source of the industry examples. A good source of industry examples might be from industry solutions providers (eg Sap, IBM etc), consultancy reports or white papers (eg Gartner, McKinsey, PwC, etc), journal article that focus on cases studies and so forth.
  • All papers MUST be submitted to Turnitin via the Assessment Dropbox navigation area of Collaborate by onemember of the group. The similarity check must be less than 10%. The paper should be of a professionalstandard.

The Presentation

The presentation to the class will contribute up to 20% towards the final assessment. The presentation should:

  • Be no longer than 15 minutes in length. Overtly short or long presentations will be penalised. Long presentations will not be allowed to proceed beyond 15minutes.
  • Provide a brief overview of the literature documented in the short paper. The main presentation will focus on the industry examples or cases that you have chosen as part of the topic.
  • Allocate time equally between group members.
  • Be of a professional standing— this is expected and assessment will be appropriately allocated.

Your presentation should be prepared using Microsoft PowerPoint. Other electronic presentation media can be used. **The inclusion of video or other support material needs to be relevant and short. The inclusion of videos or support material will count toward the overall time limit of the presentation.

Students should hand out summary notes of the presentation to the workshop leader for reference purposes.

You need to arrange with your workshop leader the date of the presentation. Presentations will normally occur during Weeks 10, 11 and/or 12 of semester.

Presentation Requirements:

  • Prepare and present your topic in 15 minutes using Microsoft PowerPoint. Groups need to be available to present at the start of the presentation session. Group members who are

late for the start of the presentation session should submit either a doctor’s certificate or other appropriate documentation after the session to avoid being penalised for lateness. It is expected that all students will attend all presentation sessions (marks may be deducted for non-attendance).

  • Hand out summary notes for the presentation (workshop leader).
  • Prepare and submit a short paper to your workshop leader at the end of the presentation session.

Date DueThe short paper should be submitted at the same time as the presentation— this will be in either Week 10, 11 or 12.

Penalties for late paper submissions are 5% of available marks per day. A paper cannot be submitted after week 12.

NOTEThe short paper and presentation contribute a significant component of the overall assessment in this unit. There is an expectation that student’s efforts associated with undertaking this assignment will result in a professionally written paper and presentation.

Presentation Marking Guide

Start time: End time:

Name(s): …………………………………………………………………………………………………………………………….

Introduction (up to 1 mark)

  • Outlined topic / defined scope
  • Specified format of presentation
  • Introduced self / team members

Content (up to 2marks)

Relationship to set topic Knowledge oftopic

Appropriate selection of material Use of original material

Depth of coverage

Impact / progression of material CaseStudy/Examples 

Presentation (up to 6 marks)

Use of presentation media

Suitable colour and effects

Clear and uncluttered

Text size appropriate

Grammar and spelling acceptable

Use of diagrams & images

Class handout

Interest level

Professional appearance/bearing (Made an effort for presentation)

General presentation skills (see over)

Good

Close High Good Good

Technical Good

Good Good

Good

High Good Good

Poor

Poor Low Poor Poor

Shallow Poor

Poor

Poor

Low Poor Poor

Overall preparation Time

Conclusion (up to 1 mark)

Summary/Recommendation

Well prepared

Too long Just right

Good

Disorganised Too short

Poor

Comments (Part of presentation component (up to 6 marks)

Speech clarity, diction, speed of delivery, mumbling, etcAudience Interaction— Eye contact, passive presence, excessive hand movements, standing in front of screen, etc)
First Speaker
Second speaker
Third Speaker

Presentation— graduate capabilities

Graduate capabilitiesAchieved (Yes/No)
1. Adaptable and capable 21st century citizens who can communicate effectively, work collaboratively, think critically and solve complex problemsIdentifying, anticipating and solving problems ranging from simple to important, complex and unpredictable problems. Accessing, evaluating and analysing information Effective communication using known and yet to be developed tools in many contexts
2. Confident, creative lifelong learners who can use their understanding of themselves and others to achieve their goals in work and learningPlanning and organising self and others. Understanding of the role of culture, values and dispositions in affecting achievement of goals
3. Responsible and ethical citizens who use their intercultural understanding to contribute to their local and global communities.c) Respecting and valuing diversity

Paper Marking Guide

Names: …………………………………………………………. ID: ………………….

…………………………………………………………. ID: ………………….

…………………………………………………………. ID: ………………….

  1. Review of the literature (why is it important to write about this topic) (15 marks)
    • Overall (abstract/introduction & conclusion)

Poor

  1. Coverage of important issues associated with topic Poor
  2. Coverage of strategy, benefits, challenges and technology needs

Poor

  1. Selective industry examples for each area covered (above) Poor

Excellent

Excellent Excellent

Excellent

  1. Well referenced, correct referencing in-text (4 marks)
    • Adherence to style manual
    • Diversity of reference documents (journal, books, conference, magazines, web)
    • Citations are less than 5 years old
    • At least 10 journal articles cited
    • Bibliography (in correct format)
    • All citations used in paper recorded in bibliography (and vice-versa)

Poor

  1. Written communication (4 marks)
    • Well written— good flow with consistent writing style
    • Grammar & spelling
    • Format and structure as requested
    • Accurate, relevant and interesting Poor

Excellent

Excellent

  1. Professional presentation of document (up to 2 marks for addressing all expectations)
DateTitle pagePage numbering
Table of ContentsHeaders FootersDiagrams & Tables properly labelled
Consistency (font, spacing)Appendix (with industry examples)Word count

Total mark (25)

Paper— graduate capabilities

Graduate capabilitiesAchieved (Yes/No)
1. Adaptable and capable 21st century citizens who can communicate effectively, work collaboratively, think critically and solve complex problemsIdentifying, anticipating and solving problems ranging from simple to important, complex and unpredictable problems. Accessing, evaluating and analysing information. Effective communication using known and yet to be developed tools in many contexts Using effective interpersonal skills. Collaborate with and influence personal work. Community networks locally and globally.
2. Confident, creative lifelong learners who can use their understanding of themselves and others to achieve their goals in work & learning.a) Planning and organising self and others.
3. Responsible and ethical citizens who use their intercultural understanding to contribute to their local and global communities.a) Respecting and valuing diversity

Communication – Written; Career development (Problem solving; Using information) Working autonomously and collaboratively. Environmental, Social and Cultural Responsibility

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