Module Guide 2013-14

Module Title: Customer Relationship Marketing and Sales Management

Module Code - 7BSP1104 Academic Year - 2013/14 Semester - A Module Leader Ron Wells

Module Guide 2013-14

Contents:
1 Contact details for the module leaders (and teaching team) Name Room Phone E mail address extension r.a.wells@herts.ac.uk a.watson5@herts.ac.uk s.halliday2@herts.ac.uk Office & Feedback hours Mon 4.00-5.00 Tues 11.0012.00

Ron Wells Anna Watson Sue Halliday

M235 M311 M311

5535 5405

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Module aims The aims of this module are to enable students to: 1. Understand the various aspects of sales and marketing from initial appreciation of the central role of selling through to the development of sales strategies; 2. Understand how sales management integrates with relationship marketing; 3. Apply relationship marketing to both internal and external customers.

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Learning Outcomes Knowledge and Understanding Successful students will typically: Have a knowledge and understanding of 1. The wide range of sales and promotional skills and techniques available and critical awareness of their application to a variety of enterprises; 2. The variety of sales channels and product and service offerings by business; 3. The key disciplines and variables that contribute to customer relationship marketing; 4. How to develop effective strategies to improve customer retention and improve customer spend; 5. Post-purchase behaviours and the evaluation of the sales and marketing process

Skills and Attributes Successful students will typically:

Module Guide 2013-14

Be able to operate both as individuals and within groups in order to 1. Critically analyse existing or planned sales and customer relationship marketing approaches; 2. To be able to assess an organisations relationship with its markets, both local and international; 3. Communicate both orally and in writing in a manner that may be understood by companies of any size; 4. Devise, write and present a sales presentation or similar exercise; 5. Evaluate and critique the current literature on sales and marketing. 3 Format of delivery One hour lecture and one hour seminar each week

How StudyNet will be used to support this module All lecture notes will be provided on StudyNet under teaching resources. Please download each week and bring to the lecture. The use of StudyNet as a forum for discussion and exchange of ideas is also to be encouraged. Assignments should be submitted through studynet.

Module Guide 2013-14

5a

Weekly programme to include:

Lecture programme
Semester A Customer Relationship Marketing and Sales Management Week/Date: Theme /Topic Session content: Student tasks: Reading:

03.10.13

Introduction to the module. RW

10.10.13

17.10.13

24.10.13

Overview of module, assignment briefing. Development of marketing orientation and beyond Customer/supplier Lecture aims: relationships. To understand consumer buyer Buyer behaviour behaviour and sales To understand organisational buyer channels behaviour To consider key influences on buyer AW behaviour, and the implications for sales management Life-time value Lecture aims: and building To explain the role of relationship relationships marketing To consider how B2B relationships have AW evolved To understand the factors which affect loyalty To explore tactics for developing loyalty Managing the Sales Force. Creating the Internal Market RW Relationship selling. Sales Management: negotiation and motivation AW New Media Technology: Mediating Relationship Development SH 5th November Hand in Assignment 1 Lecture aims: To understand the role of sales management within an organisation To explore negotiation levers To identify approaches to motivation and compensation in managing sales teams

See study net for details

See study net for details

See studynet for this weeks reading See studynet for this weeks reading

See study net for details

See studynet for this weeks reading

See study net for details

See studynet for this weeks reading

31.10.13

See study net for details

See studynet for this weeks reading

07.11.13

See study net for details

See studynet for this weeks reading

14.11.13

Multi-channel integration, call centre, retention and cross selling. RW

See study net for details

See studynet for this weeks reading

Module Guide 2013-14

19.11.13 28.11.13

READING WEEK Operational CRM: Internet and websites See study net for details See studynet for this weeks reading

SH 05.12.13 Relationship life cycles Sales Management the relationship between client and sales force SH See study net for details See studynet for this weeks reading

12.12.13

A changing CRM world RW Review of programme Assignment 2 time constrained test

See study net for details

See studynet for this weeks reading

19.12.13 08.01.14

Module Guide 2013-14

Seminar programme Date 03.10.13 Seminar Activity No seminars this week

10.10.13 .

Case study on customer relationship management and assignment 1 briefing AW Group 1 Choose two examples of consumer and/or organisational buying behaviour and discuss differences and similarities AW Group 2 For a company of your choice, explain how they try to develop and maintain customer loyalty RW Group 3 Choose two examples of data management for consumer and/or organisational customer relationship management. Discuss similarities and differences AW Group 4 Choose two examples of using New Media Technology for consumer and/or organisational customer sales and discuss similarities and differences SH Assignment 1 due Group 5 Choose two examples of call centre management for consumer and/or organisational sales and discuss similarities and differences RW Group 6 Choose two examples of sales or relationship management in different consumer segments and discuss similarities and differences Assignment 2 questions issued SH Group 7 Choose two examples of good service provision in consumer and/or business to business markets and discuss similarities and differences SH Group 8 Choose two examples establishing the impact of a RM system RW Review RW

17.10.13 T h e 24.10.13 i n f 31.10.13 o r m a07.11.13 t i o n g14.11.13 i v e n28.11.13 i n t h05.12.13 i s M o12.12.13 d u 19.12.13 l e G 08.01.14 u

Constrained time test

NB: All aspects of the module are potentially examinable. The information given in this guide is believed correct, but HBS reserves the right, at its discretion, and for any reason, to make changes to the Guide, syllabus and/or module without prior notice.

Module Guide 2013-14

5b

Reading List and Key Text

Essential Reading/Resources: Donaldson, B (2007) Sales Management: Principles, Process and Practice, 3rd Ed. Palgrave Macmillan Little, E & Marandi B, (2003) Relationship Marketing Management, Thompson Egan, J (2008) Relationship Marketing: Exploring relational strategies in marketing. 3rd Ed. UK: Prentice Hall Harwood, T & Broderick A (2008) Relationship Marketing: Perspectives, dimensions and contexts.NY: McGraw-Hill Jobber, D & Lancaster, G (2009) Selling and Sales Management,8th Ed. Harlow : FT Prentice Hall Peelen, E (2005) Customer Relationship Management. Harlow : FT Prentice Hall Student resources for both of these books are available at: www.booksites.net Further Reading/Resources: Hooley.J and Piercy,N and Nicolaud,B. (2008), Marketing Strategy and competitive positioning (4th Ed). England: Pearson Education Limited King,D. McKay,J. Marshall,P. Lee,J. and Viehland,D.(2008) Electronic Commerce: A managerial perspective 2008. New Jersey:Pearson Education. Kotler P. & Keller K. L. (2006), Marketing Management (12th Ed). Harlow : FT Prentice Hall, Manning, G.L. and Reece, B.L (2007), Selling today Creating Customer Value (10th Ed), New Jersey: Pearson Education. PAYNE, A., CHRISTOPHER, M., CLARK, M. and PECK, H. (1999), Relationship Marketing for Competitive Advantage Oxford: Butterworth Heinemann. Zikmund W. (2003) Customer Relationship Management . London : John Wiley & Sons, Tapp A. (2001) Principles of Direct Marketing and Database Marketing. Harlow : FT Prentice Hall, SHETH, J.N. and PARVATIYAR, A. (2000) Handbook of Relationship Marketing. USA: Sage. Journal Articles Bull, C. (2003) Strategic issues in customer relationship management (CRM) implementation, Business Process Management Journal, 9 (5), pp. 592-602. Bose, R. (2002), Customer relationship management: key components for IT success, Industrial Management & Data Systems, (102), 2, p.p. 89-97. Rappaport, A. (2006) 10 ways to create shareholder value, Harvard Business Review. September, p.p 66-77. Tuominen, M., Rajala, A. and Moller, K. (2004), Market-driving versus market-driven: divergent roles of market orientation in business relationships, Industrial Marketing Management, (33) 3, p.p. 207-217.

Module Guide 2013-14

Xu, M. and Walton, J. (2005) Gaining customer knowledge through analytical CRM, Industrial Management & Data Systems, (105) 7, p.p. 955-971. CRM is a rapidly developing field, populated by many Sales-led organisations. A wide range of resource reading should be accessed via the web, but results should be treated with caution. Quality information can only be obtained from high quality sources, mainly Journal and conference papers. Many of these may be accessed by referring to marketing and electronic commerce information section on the following web site: http://www.herts.ac.uk/lis/subjects/business/biz_subj.html

6a

Assessment details to include:

Examination / Coursework weighting: 100% coursework The purpose of the assessment for this module is to test whether, and to what extent, you have reached the learning outcomes for the module. It is important that you know early what the assessment criteria is and what is expected of you. Assessment criteria specify what it is that you will be assessed against and what, in general terms, you will need to demonstrate in your assessed work in order to achieve the specified grades.

Coursework details: There are two assessments to this module: 1. Assessment I (30%)

(Subject to confirmation) This is an individual exercise. Answer the following question: The marketing concept involves satisfying or exceeding customer needs better than the competition, which is driven by a market-oriented business. Where, therefore, does selling fit into this concept? Illustrate your argument using examples from organisations and being careful to underpin your conclusions with appropriate theory. This is an individual assessment. Each member of the presentation group will write their own answer. You may choose to focus your answer on the topic covered in your group presentation, and may include the research from this, but you must develop this through independent research. There must be no collusion and each individual must work on his or her own. However, to encourage you to work together constructively, the mark from the group presentation will be used to enhance the individual mark by up to 5%. The presentation should be accompanied by a set of slides and a one page summary document. Word count: 1500 words.

Module Guide 2013-14

Dates of submission: 05/11/13. Submission online Submit by Studynet by 17.00. Date of return: 26/11/13 2. Assessment 2 Time constrained exercise (70%)

The test itself will involve answering two questions on topics covered on the module. There will be one compulsory question on a general topic and a selection of questions from which you will choose. The questions will be released at 9.00 am and answers must be submitted by 5.00 pm electronically.

Date of test: 08.01.2013 Date of return: 29/01/14 nb Students obtaining less than 20% for the module overall, will not normally be eligible for a referral. The grading criteria

6b

This module uses the studynet standard LTI scheme, where your assignments will be assessed against the following criteria: Knowledge, Understanding, Application, Analysis, Evaluation, Creation/Synthesis, Self Management and Development, Communication, & Information Literacy 6c Referencing properly and the risk of plagiarism / academic misconduct Please note that HBS reserves the right to use electronic means to identify plagiarism. Students are advised to ensure that they know how to reference using Harvard Referencing System, and that all material used in their coursework is correctly referenced to indicate the source. The Academic Skills Unit has plenty of resources to assist students in academic writing and can be accessed via StudyNet. HBS reserves the right to viva students as a method to test that work produced is the students own work. 6d How the assessment relates to the Module Learning Outcomes Learning Outcomes Knowledge and understanding The wide range of sales and promotional skills and techniques available and critical awareness of their application to a variety of enterprises; The variety of sales channels and product and service offerings by business The key disciplines and variables that contribute to customer relationship marketing How to develop effective strategies to improve customer retention and improve customer spend Post-purchase behaviours and the evaluation of the sales CW1 CW2

Module Guide 2013-14

and marketing process Skills and Attributes Critically analyse existing or planned sales and customer relationship marketing approaches; To be able to assess an organisations relationship with its markets, both local and international Communicate both orally and in writing in a manner that may be understood by companies of any size Devise, write and present a sales presentation or similar exercise Evaluate and critique the current literature on sales and marketing Key: CW Coursework 6e Deferral/Referral Assessment

Specific details of the referred/deferred coursework will be put on StudyNet by 28 April 2014, and the submission date for that work is for all referred/deferred coursework assessments will be 16 June 2014. This deadline relates to semester A, semester B and semester A/B referred/deferred coursework.

6f

Feedback on your module Feedback from assessed coursework assignments will normally be provided either using the StudyNet Online Feedback Form or by the HBS Assessment Feedback Form' which will provide feedback/feedforward on many aspects of your work and on how you can improve in future assignments. Formative and/or general feedback may also be given in class time.

Likely Module Workload Activities Lectures Seminars / Tutorials / Workshop Assignment 1 (e.g. 40 hours) - Research, writing, drafting and editing E.g. Complete as appropriate Pre-lecture/ reading Seminar preparation, e.g. for weekly tasks Group presentation preparation Assignment 2 - Research and preparation - Timed submission Total Total 12 10 14 84 Hours per week 1 1 2 4

30

150 hours per 15 credits

On average 10 hours per week per module

Module Guide 2013-14

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Graduate Attributes
Through the group presentations, class discussions, and formal assessment, the following graduate attributes will be addressed:

Professionalism, employability and enterprise The University promotes professional integrity and provides opportunities to develop the skills of communication, independent and team working, problem solving, creativity, digital literacy, numeracy and self-management. Our graduates will be confident, act with integrity, set themselves high standards and have skills that are essential to their future lives. Learning and research skills The University fosters intellectual curiosity and provides opportunities to develop effective learning and research abilities. Our graduates will be equipped to seek knowledge and to continue learning throughout their lives. Intellectual depth, breadth and adaptability The University encourages engagement in curricular, co-curricular and extracurricular activities that deepen and broaden knowledge and develop powers of analysis, application, synthesis, evaluation and criticality. Our graduates will be able to consider multiple perspectives as they apply intellectual rigour and innovative thinking to the practical and theoretical challenges they face. Respect for others The University promotes self-awareness, empathy, cultural awareness and mutual respect. Our graduates will have respect for themselves and others and will be courteous, inclusive and able to work in a wide range of cultural settings. Social responsibility The University promotes the values of ethical behaviour, sustainability and personal contribution. Our graduates will understand how their actions can enhance the wellbeing of others and will be equipped to make a valuable contribution to society.

Useful resources for support with your modules o o Academic Skills Unit (ASU) http://www.studynet.herts.ac.uk/go/asu Information Hertfordshire Information Hertfordshire Toolkit for Business and may help you choose the best sources for different types of business information and include Online tutorials and quizzes . Academic Integrity http://www.studynet2.herts.ac.uk/ptl/common/asu.nsf/Teaching+Documents?Op enview&count=9999&restricttocategory=Academic+Expectations/Academic+Inte grity

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Serious Adverse Circumstances 'Serious adverse circumstances' are significant circumstances beyond a students control that would have affected the students ability to perform to their full potential if they were to submit or attend assessments at the appointed time. If, despite such circumstances, you decide to sit/submit an assessment, the University will not normally accept a claim of serious adverse circumstances in respect of that assessment. If there are Serious Adverse Circumstances that have affected your assessment(s), you must communicate details to the University together with appropriate evidence, using the form provided by your School. Please read the Universitys guidance on Serious Adverse Circumstances before you sit/submit an assessment. Full guidance can be found in your Programme Handbook and in the A - Z Guide for students on StudyNet

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Module deadline extensions Only module leaders have the discretion to grant individual extensions to coursework deadlines for their module. Appropriate evidence will need to be provided to them ahead of the original deadline, and students should ensure that they make an appointment to discuss their extension request with their Module Leader.

Module Guide 2013-14

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