The assignment structure is
1. Executive summary
3. Analysis ( Body)
our case study
How to Choose an mCRM Solution
Making technology decisions while software capability continues to accelerate can be tough – and scary – for many organizations.
1. It is best to start by defining the main problem that mobile CRM needs to solve in the organization.
2. Then, identify a solution that meets three things (in this order):
a. the needs of the customer,
b. the end user
c. and the organization.
3. identify what your customers expect in terms of the organization’s representative having the latest access to the account, the type of information needed for reports, order processing, and scheduling.
Then, determine what your field-based users need in relation to productivity, communication, ease of use, enablement, security, and timing. Ask: Will users need to be able to input account information? Get analytics while they’re on the road? The answers will help define the type of solution that has a better fit with the population of users.
Finally, map out the organization’s needs for integration, flexibility, scope, budget, best practices, problem resolution, support, and schedule.
When you consider the customer, user, and organizational needs, your choice in mCRM is better aligned with your business goals.
- See more at: http://www.news-sap.com/mobile-crm-sales-marketing/#sthash.7gBhgFJn.dpuf
Case Study : Emirates Airline
BCO6604— Customer Relationship Management
Semester 1 2015
Presentation (20% of assessment) &
Short Paper (25% of assessment)
This is a group assignment which will involve 3 students. You must select a customer relationship management 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. Some suggested topics might include the following:
Cloud CRM systems Strategic value of CRM systems
Customer Analytics CRM in Sport
CRM creates value for customers Social-CRM
Managing networks for CRM performance Using CRM to managing supplier relationships
CRM big data & analytics The customer journey
IT requirements for CRM The CRM Interaction centre
Outsourcing CRM functions CRM Marketing automation
CRM applications for small business CRM and Service delivery
Mobile CRM applications CRM systems implementation
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 as the case study in their 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.
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 receive a severe penalty mark.
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. 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 older than 10 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, 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 total word count).
• Introduction— this section will give a brief overview of the paper’s 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 must include a succinct case-study as part of the appendix (not part of the total word count). The case is to be selectively referred to in the main paper. Direct quotes from the literature or case study should not be overly 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). Please indicate that source of the case study (web address, journal article details, and so forth). **Note that you do not need to summarise the case study— include the original report, industry document or article.
• A Turnitin summary (print-screen shot) showing a similarity check which must be less than 10%. Place the summary in the Appendix. The summary does not contribute to the total word count.
The presentation to the class will contribute up to 20% towards the final assessment. The presentation:
• Should be no longer than 15minutes in length. Overtly long or 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 your paper’s 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. Other innovative and practical forms of presentation media are permitted. However, the inclusion of video or other support material needs to be relevant and short. The inclusion of such YouTube or 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/or 12 of semester. As with topic selection, presentation schedules will be allocated on a first-come, first-served basis in the week nominated.
• Prepare and present your topic in 15 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 doctor’s 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 via the Assessment Dropbox navigation area of Collaborate by one member of the group. The similarity check must be less than 10%.
NOTE: Allow up to 24 hours for Turnitin report generation- DO NOT leave this check until the day before the paper is due.
Date Due: The short paper is due to be submitted at the same time as the presentation— this will be advised during semester and generally has occurred in either Week 10, 11 or 12. Penalties for late paper submissions will be enforced at the rate of 25% of available marks per week. No paper can be submitted after the end of week 12.
Tip: The short paper and presentation contribute 45% 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 (BCO 6604) Marking Guide
Start time: End time:
Introduction (up to 1 mark)
? Outlined topic / defined scope Good Poor
? Specified format of presentation ? Introduced self / team members
Content (up to 2 marks)
Relationship to set topic
Knowledge of topic
Appropriate selection of material
Use of original material
Depth of coverage
Impact / progression of material
Case Study/Examples ?
Presentation (up to 6 marks)
Use of presentation media
?Suitable colour and effects
?Clear and uncluttered
?Text size appropriate Good Poor
?Grammar and spelling acceptable
?Use of diagrams & images ?Class handout
(Made an effort for presentation)
General presentation skills (see over)
Overall preparation Well prepared Disorganised
Time Too long Too short
Conclusion (up to 1 mark) Good Poor
Comments (Part of presentation component (up to 6 marks))
Speech clarity, diction, speed of delivery, etc Audience Interaction (Eye contact, passive presence, excessive hand movements, standing in front of screen, etc)
Paper (BCO 6604) 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)
• Coverage of important issues associated with topic
• Coverage of impacts/costs/strategy/benefits/disadvantages
• Selective examples of the case-study for each area (above)
2. Well referenced, correct referencing in-text (4 marks)
• Adherence to style manual
• Diversity of reference documents (journal, books, conference, magazines, web)
• Dated less than 10 years;
• At least 10 journal articles cited.
• Bibliography (in correct format)
• All citations used in paper recorded in bibliography (and vice-versa)
3. Written communication (4 marks)
• Well written— good flow with consistent writing style
• Grammar & spelling
• Format and structure as requested
• Accurate, relevant and interesting
4. Professional presentation of document (2 marks)
Date Title page Page numbering
Table of Contents Headers Footers Diagrams & Tables properly labelled
Consistency (font, spacing) Appendix (with case)
Total mark (25)