IMI504 CRM e-Business (8)

CSU Discipline Area: Unallocated to a CSU Discipline code (OTHER)Unallocated to a CSU Discipline code (OTHER)

Duration: One session

Abstract:

This subject provides an understanding of e-business and customer relationship management (CRM) and its impact upon the "sell-side" (sales and marketing) of a business, both at the consumer side (business-to-consumer - B2C) and at the customer side (both B2C and business-to-business - B2B). e-Business commerce propositions and customer relationship management techniques are described, as well as the use of collaboration and retail or private exchanges for customer interaction. This subject also describes how to gain CRM value with the use of e-business, through examples of business case development and benefits realisation.

+ Subject Availability Modes and Locations

No offerings have been identified for this subject in 2013.Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: IMI504

Where differences exist between the handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Enrolment restrictions:

Restricted to CSU students enrolled through The IMIA Centre for Strategic Business Studies.

Objectives:

Upon successful completion of this subject, students should:

Understand how to gain value out of e-business and customer relationship management (CRM)
Understand how to use the different options available to capture relevant customer knowledge
Be able to develop e-business cases as part of CRM strategic planning
Understand the CRM organisational implications for a business
Understand how to develop digital and relationship marketing with lessons learned
Recognise the potential for ventures, with examples given in customer relationship management
Be able to assess how e-business retail and private exchanges can assist the sell-side of their organisation
Understand how collaborative planning, forecasting and replenishment and product development support B2C and B2B
Be able to plan e-business customer management initiatives such as catalogues, promotions, e-auctions and e-settlement for their own organisation

Syllabus:

The subject will cover the following topics:

CRM/consumer (B2C) - Managing the lifetime of customers - Channel management, analytics and interaction management - B2C commerce propositions - e-CRM live a case study Sell-side - CRM value - Value based CRM - Business case development and benefits realisation - CRM strategies - CRM ventures CRM/customer (B2C/B2B) - e-CRM retail and private exchanges - Customer collaborative planning, forecasting and replenishment and collaborative product development - Customer management catalogues, promotions, auctions and e-settlement - Case studies CRM (other key factors) - Sell-side organisation and implications - Digital and relationship marketing - Emerging CRM issues and lessons learned - Architecture and CRM technology strategy

Back