Reference no: EM132312319

Customer Relationship Management

This is a collaborative group-work assignment (group size will be confirmed in the first few weeks of semester). 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:

Customer Business Strategy	Innovation by one CRM solution provider
CRM Operations	Mobile CRM applications
Predictive Analytics (One of Sales, Marketing or Service)	CRM systems implementation
AI in CRM	Social Media (One of Sales, Marketing or Service)
Emerging trends in CRM	Sport fans as customers (One of Sales or Marketing)
CRM applications for small business	CRM in a service sector
Cloud CRM (One of Sales, Marketing or Service)	The Customer Journey
Customer Loyalty	Location-based Marketing
Analytics in Trigger Marketing	Customer Retention Strategies

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 points you discuss in this paper appropriately referenced. You should consult a broad set of references from a suitable source that include books, journals, magazines, newspaper articles, websites and so forth. The paper should cite at least ten journal articles and Harvard referencing is be used. If your topic has similar content as has been referred to in lectures, it cannot be same as covered in your paper or presentation. As a current issues paper- references should be not 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 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 address issues associated with strategy, benefits, challenges and technology. The paper must include industry examples to support the four topic areas. These examples should be succinct and selectively referred to in the main paper.

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 be matched to the literature in the main body of the paper.

• Conclusion (place the paper's word count at the end of the conclusion)
• References (not part of the total word count).
• Appendix should be a short section containing a short one paragraph summary of the industry examples used in the paper (not part of the total word count). Please indicate the source of the industry examples. Sources of your industry examples can be based on industry solutions providers (eg Sap, IBM etc), consultant reports or white papers (eg Gartner, PwC etc), journal article cases studies and so forth.

• 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%.

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 also be penalised and not be allowed to proceed beyond15 minutes.
• Should provide a brief overview of the literature that is 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 (this should match those documented in your paper's appendix).
• Should allocate time equally between group members.
• Is expected to be of a professional standing. Assessment will be appropriately allocated.

Your presentation should be prepared using Microsoft PowerPoint. Other forms of electronic presentation can also be used. However, 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 students will attend at each 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. The paper should be of a professional standard.

Attachment:- Customer Relationship Management.rar