This unit will provide students with the knowledge of selected approaches and technologies for supporting decision making in CRM. In particular, it will focus on the processes and technologies for analysis of customer data to provide in-depth understanding about the customer behaviour and trends.
Topics covered include:
Concepts and Definitions
What is Customer Relationship Management?
Three types of CRM: operational, analytical and collaborative
Customer lifecycle stages
Supporting Approaches and Technologies For Analytical CRM
Analytical CRM and Data Warehousing
Online Analytical Processing (OLAP)
Data mining and knowledge discovery, concepts, techniques and algorithms
Building predictive models
Other decision support and reporting tools
CRM systems in organisations
The role of CRM systems in moving towards customet-centric enterprise
Industry case studies
CRM tools and techniques
New trends in CRM
Objectives
Knowledge of:
1. The processes involved in developing analytical CRM applications 2. The major methods and technologies including data warehousing, OLAP and data mining used for the analysis of customer data 3. Techniques for integrating analytical CRM applications into the broader enterprise decision making process
Understanding of:
4. The purpose and role of analytical CRM in organisations 5. The importance of understanding customer behaviour for decision makers 6. The privacy issues related to customer data collection and use
Development of attitudes that lead to:
7. Appropriate application of analytical CRM approaches 8. An appreciation of analytical CRM as a combination of business process and technology, where technology is simply one tool that allows an organisation to achieve strategic goals 9. Realistic expectations of the benefits of managerial use of information
Development of skills in:
10. Modelling data for customer relationship management 11. Using and evaluating tools and techniques for the analysis of customer data
An appreciation of:
12. The skills required to be able to work with a managerial decision maker to improve the decision process through the use of customer data 13. How to communicate effectively the benefits and shortcomings of analytical CRM to associated business and professional groups
Prerequisites
Before attempting this unit you must have satisfactorily completed IMS9001, IMS9003, or equivalent
Students should have a working knowledge of the Systems Development Lifecycle, Data Modelling and Systems Analysis(IMS9001) and general database design skills and data modelling (IMS9003).
No other background knowledge is required for the unit; however knowledge of material covered in other units of the MIMS DSS stream (DSS, Data Warehousing and OLAP and Business Intelligence) would be advantageous.
Unit relationships
IMS5028 is an elective unit in the Master of Information Management and Systems (MIMS) degree and associated degrees.
Texts and software
Required text(s)
Groth, R., Data Mining, Building Competitive Advantage, Prentice-Hall
Zikmund, R., McLeod, R. & Gilbert, F., Customer Relationship Management, Integrating Marketing Strategy and Information Technology . Wiley.
Textbook availability
Text books are available from the Monash University Book Shops. Availability from other suppliers cannot be assured. The Bookshop orders texts in specifically for this unit. You are advised to purchase your text book early.
Software requirements
The unit will make use of several packages including Microstrategy and software available with the prescribed text book Groth, R., Data Mining, Building Competitive Advantage
Hardware requirements
Students studying off-campus are required to have the minimum system configuration specified by the Faculty as a condition of accepting admission, and regular Internet access. On-campus students, and those studying at supported study locations may use the facilities available in the computing labs. Information about computer use for students is available from the ITS Student Resource Guide in the Monash University Handbook.
Recommended reading
Recommended texts:
Buttle F., Customer Relationship Management Concepts and Tools, Elsevier, 2004
Berry M., Linoff G., Mastering Data Mining, The Art and Science of Customer Relationship Management, Wiley, 2000
Todman C., Designing a Data Warehouse Supporting Customer Relationship Management, Prentice Hall,2001
Other references:
Berson, A., Smith, S., & Thearling, K. Building Data Mining Applications for CRM. McGraw- Hill, London Kimbal R., Ross M., The Data Warehouse Toolkit, second edition, Wiley, 2002
Due to the breadth and novelty of the area, there is no single text that adequately covers the subject. Students are expected to read widely. Additional relevant sources of informationwill be given as appropriate.
Library access
You may need to access the Monash library either personally to be able to satisfactorily complete the subject. Be sure to obtain a copy of the Library Guide, and if necessary, the instructions for remote access from the library website.
Study resources
Study resources for IMS5028 are:
The IMS5028 web site, where lecture slides, weekly tutorial requirements, assignment specifications, and supplementary material will be posted.
Introduction to Business Intelligence and CRM. Note! Topics are subject to change
2
CRM concepts and definitions
3
Analytical CRM and data warehousing
4
Customer data warehouse design
5
Customer data analysis techniques
6
Data mining for CRM
assignment1 due
7
Integration into CRM Data mining for CRMbusiness processess
8
Integration into business processess
9
CRM in organisations
10
CRM products review, student presentations
assignment 2 due, student presentations
Non teaching week
11
Industry case studies student presenations
student presentations
12
Trends in CRM
portfolio due
13
Revision
Timetable
The timetable for on-campus classes for this unit can be viewed in Allocate+
Assessment
Assessment weighting
Assessment for the unit consists of 3 assignments with a weighting of 50% and an examination with a weighting of 50%. Read this section VERY carefully.
Assessment Policy
To pass this unit you must:
Pass requirements The 40% rule applies to units and determines the final result for a student where the student\'s performance in either the examination or assignment component of the unit is unsatisfactory. Students need to be aware of the 40% rule which is:
In order to pass a unit, a student must gain all of the following:
at least 40% of the marks available for the examination component, if any: i.e. the final examination and any tests performed under exam conditions, taken as a whole
at least 40% of the marks available for the assignment component: i.e. the assignments and any other assessment tasks (such as presentations) taken as a whole
at least 50% of the total marks for the unit Where a student gains less than 40% for either the examination or assignment component, the final result for the unit will be no greater than ‘44-N’.
Where a student gains less than 40% for either the examination or assignment component, the final result for the unit will be no greater than ‘44-N’.
Where a student gains less than 40% for either the examination or assignment component, the final result for the unit will be no greater than ‘44-N’.
Assessment Requirements
Assessment
Due Date
Weighting
Assignment1: research paper
week 6
20%
Assignment 2: case study or product review
report due week 10, presentations week 10 & 11
20 %
Assignment 3: protfolio of tutorial exercises
week 12
10 %
The exam is 2 hours long and is closed book.
Exam period (S2/06) starts on 23/10/06
50 %
Assignment specifications will be made available on the IMS5028 Unit Web Site Assignment page.
Assignment Submission
Assignments will be submitted via paper submission to your tutor. Do not email submissions.
Assignments should be submitted on or before the due date. In the absence of other instructions, all assignments are to be submitted to your tutor during your allocated tutorial.
All printed assignment work must be word processed and meet the standards set out in the assignment. All assignments must include an appropriate signed assignment cover page.
Extensions and late submissions
Late submission of assignments
Assignments submitted after the due date without an approved extension may be accepted (up to one week late) at the discretion of your lecturer, but will be penalised at the rate of 10% of total assignment marks per day (including weekends).
Assignments received later than one week after the due date will not normally be accepted.
This policy is strict because comments or guidance will be given on assignments as they are returned, and sample solutions may also be published and distributed, after assignment marking or with the returned assignment.
Extensions
It is your responsibility to structure your study program around assignment deadlines, family, work and other commitments. Factors such as normal work pressures, vacations, etc. are seldom regarded as appropriate reasons for granting extensions.
Requests for extensions must be made in writing to your lecturer at least two days before the due date. You will be asked to forward original medical certificates in cases of illness, and may be asked to provide other forms of documentation where necessary. A copy of the written communication of an extension must be attached to the assignment submission.
Grading of assessment
Assignments, and the unit, will be marked and allocated a grade according to the following scale:
Grade
Percentage/description
HD High Distinction -
very high levels of achievement, demonstrated knowledge and understanding, skills in application and high standards of work encompassing all aspects of the tasks.
In the 80+% range of marks for the assignment.
D Distinction -
high levels of achievement, but not of the same standards. May have a weakness in one particular aspect, or overall standards may not be quite as high.
In the 70-79% range.
C Credit -
sound pass displaying good knowledge or application skills, but some weaknesses in the quality, range or demonstration of understanding.
In the 60-69% range.
P Pass
acceptable standard, showing an adequate basic knowledge, understanding or skills, but with definite limitations on the extent of such understanding or application. Some parts may be incomplete.
In the 50-59% range.
N Not satisfactory
failure to meet the basic requirements of the assessment.
Below 50%.
Assignment return
We will aim to have assignment results made available to you within two to three weeks after assignment receipt.
Feedback
Feedback to you
You will receive feedback on your work and progress in this unit. This feedback may be provided through your participation in tutorials and class discussions, as well as through your assignment submissions. It may come in the form of individual advice, marks and comments, or it may be provided as comment or reflection targeted at the group. It may be provided through personal interactions, such as interviews and on-line forums, or through other mechanisms such as on-line self-tests and publication of grade distributions.
Feedback from you
You will be asked to provide feedback to the Faculty through a Unit Evaluation survey at the end of the semester. You may also be asked to complete surveys to help teaching staff improve the unit and unit delivery. Your input to such surveys is very important to the faculty and the teaching staff in maintaining relevant and high quality learning experiences for our students.
And if you are having problems
It is essential that you take action immediately if you realise that you have a problem with your study. The semester is short, so we can help you best if you let us know as soon as problems arise. Regardless of whether the problem is related directly to your progress in the unit, if it is likely to interfere with your progress you should discuss it with your lecturer or a Community Service counsellor as soon as possible.
Plagiarism and cheating
Plagiarism and cheating are regarded as very serious offences. In cases where cheating has been confirmed, students have been severely penalised, from losing all marks for an assignment, to facing disciplinary action at the Faculty level. While we would wish that all our students adhere to sound ethical conduct and honesty, I will ask you to acquaint yourself with Student Rights and Responsibilities and the Faculty regulations that apply to students detected cheating as these will be applied in all detected cases.
In this University, cheating means seeking to obtain an unfair advantage in any examination or any other written or practical work to be submitted or completed by a student for assessment. It includes the use, or attempted use, of any means to gain an unfair advantage for any assessable work in the unit, where the means is contrary to the instructions for such work.
When you submit an individual assessment item, such as a program, a report, an essay, assignment or other piece of work, under your name you are understood to be stating that this is your own work. If a submission is identical with, or similar to, someone else's work, an assumption of cheating may arise. If you are planning on working with another student, it is acceptable to undertake research together, and discuss problems, but it is not acceptable to jointly develop or share solutions unless this is specified by your lecturer.
Intentionally providing students with your solutions to assignments is classified as "assisting to cheat" and students who do this may be subject to disciplinary action. You should take reasonable care that your solution is not accidentally or deliberately obtained by other students. For example, do not leave copies of your work in progress on the hard drives of shared computers, and do not show your work to other students. If you believe this may have happened, please be sure to contact your lecturer as soon as possible.
Cheating also includes taking into an examination any material contrary to the regulations, including any bilingual dictionary, whether or not with the intention of using it to obtain an advantage.
Plagiarism involves the false representation of another person's ideas, or findings, as your own by either copying material or paraphrasing without citing sources. It is both professional and ethical to reference clearly the ideas and information that you have used from another writer. If the source is not identified, then you have plagiarised work of the other author. Plagiarism is a form of dishonesty that is insulting to the reader and grossly unfair to your student colleagues.
Communication
Communication methods
Tutors will provide tutor consultaion hours and contact details at the beginning of the semester.
Meetings with your lecturer should be arranged during the lecturer consulatation hours.
Notices
Notices related to the unit during the semester will be placed on the Notices Newsgroup in the Unit Website. Check this regularly. Failure to read the Notices newsgroup is not regarded as grounds for special consideration.
Consultation Times
TBA
If direct communication with your unit adviser/lecturer or tutor outside of consultation periods is needed you may contact the lecturer and/or tutors at:
Dr Ilona Jagielska Senior Lecturer Phone +61 3 990 32411
Mr Marcus Gibson Fax +61 3 9903 1204
All email communication to you from your lecturer will occur through your Monash student email address. Please ensure that you read it regularly, or forward your email to your main address. Also check that your contact information registered with the University is up to date in My.Monash.
