Program(s): Marketing & Sales Certificate
Program Coordinator(s): Multiple Coordinators
Course Leader or Contact: Multiple Course Leaders
Version: 4.01
Status: Approved (APPR)

Section I Notes: This course is offered in a classroom version and an online version. In the classroom version, there are three hours per week of classroom instruction. The online version is a web-based course offered entirely online through Sheridan and hosted by Sheridan College. Students taking this course will need reliable access to the internet, and should have a basic level of comfort using computers as well as the self-discipline to study online. Students can expect to spend an additional three hours per week for online activities such as postings, discussions, and homework.

Detailed Description
Students explore business relationships with customers in both consumer and business markets. Students analyze market situations and internal customer data to describe and predict customer behaviour and create effective customer relationship management strategies. Students use a variety of learning tools including a database simulation, online text and video materials, online discussion forums, case studies, interactive learning tools, and a project demonstrating course concepts. Students will be expected to read/view online text and video resources on a regular basis. Participation in online discussions and/or journals is required and grades are assigned to these. Using a database, students will learn basic database concepts and will apply these in a term project which demonstrates key course learning outcomes.

Program Context

 Critical Performance:
By the end of this course, students will have demonstrated the ability
to develop suitable promotional, customer service and acquisition
strategies based on distinct classes of customers defined using
customer relationship management concepts and databases.

Learning Outcomes:
To achieve the critical performance, students will have demonstrated
the ability to:
1) Demonstrate knowledge of principles, privacy issues and ethical 
   concerns in CRM strategy
2) Develop databases that reflect existing customer behaviour, sales
   and potential opportunities
3) Identify distinct segments of customers using customer 
   relationship management (CRM) concepts.
4) Recommend differentiated communications, promotion, and customer 
   service strategies that build customer loyalty.
5) Create a customer relationship management plan for a business.
6) Formulate a business strategy that incorporates CRM principles.
7) Demonstrate how CRM concepts can be applied using technology.
8) Apply the principles of E-Marketing in CRM strategies and tactics.
9) Identify the nature and value of customer data analysis.
10)Demonstrate professional behaviours, including:
      a) Meeting due dates
      b) Producing professional quality reports
      c) Exhibiting punctuality in all class and group activities
      d) Using APA formatting to reference materials responsibly

Tests                      45%
Test 1                    (15%)
Test 2                    (15%)
Test 3                    (15%)
Discussion Contributions   20%
Journal                    10%
Term Project               25%

Please note: All class evaluations are completed online with specific
due dates. The penalty for a late assignment is 10% of the total value
of the assessment for the first 24-hour period after it is due. For
every additional 24-hour period, 20% will be deducted. Discussions are
closed following completion of modules and late postings are not allowed.

A variety of materials will provide the theoretical background for
this course. All references are available through course linkages and
will include excerpts from various texts, videos and industry reports.

Introduction: Online Learning, Course Overview
 - Welcome
 - Netiquette
 - Instructor Bio
 - SLATE2 Navigation
 - Course Overview
 - Course Outline

Module 1: CRM and Traditional Marketing; Weeks 1 & 2
 - Review: What is Marketing?
 - Relationships in marketing
 - Core CRM concepts
 - Privacy and permissions
Learning Outcome 1
Learning activities and Assessment: Narrated PowerPoints, online
postings for introduction, module 1 topics. (See Course Overview for
evaluations)

Module 2: Customer Analytics: LTV; Week 3
Instructor Course outline resources MMCN 2013
 - Concept of Lifetime Value
 - Calculation of LTV of a customer group
 - Applications of LTV
Learning Outcomes 1, 3, 7, 9
Learning activities and Assessment: Narrated PowerPoints, online
postings for module 2 topics. (See Course Overview for evaluations)

Module 3: Customer Analytics: RFM; Week 4
 - Importance of Recency, Frequency and Monetary Value
 - Segmenting customers with RFM
 - Determining strategies using RFM
Learning Outcomes 2, 3, 4, 8, 9
Learning activities and Assessment: Narrated PowerPoints, online
postings for module 3 topics. Overview of term project. (See Course
Overview for evaluations)
Assessment: Discussion contributions, Modules 1-3, 5%

Module 4: Customer Segmentation; Weeks 5 & 6
 - Segmenting existing customers
 - Customer loyalty
 - Customer profiling
Learning Outcomes 3, 4, 9
Learning activities and Assessment: Narrated PowerPoints, online
postings for module 4 topics. (See Course Overview for evaluations)
Assessment: Test #1, 15%

Module 5: Building CRM Strategies; Weeks 7 & 8
 - Nature of CRM Strategies
 - Internet Marketing
 - Social Media
Learning Outcomes 3, 4, 5, 6, 7, 8
Learning activities and Assessment: Narrated PowerPoints, online
postings for module 5 topics. (See Course Overview for evaluations)
Assessment: Discussion contributions, Modules 4 & 5, 10%

Module 6: CRM Trends, Technology; Weeks 9 & 10
 - Direct Marketing
 - CRM Software packages
 - Sales force automation
 - What is Big Data?
Learning Outcomes 3, 6, 8, 9
Learning activities and Assessment: Narrated PowerPoints, online
postings for module 6 topics. (See Course Overview for evaluations)
Assessments: Journal Submission, 10%
Test 2, 15%
Discussion contributions, Module 6, 5%

Module 7: Databases in Action; Weeks 11, 12, 13
 - What is a database
 - Building databases
 - Querying databases
 - Producing reports from queries
 - Refining databases
Learning Outcomes 1, 3, 7, 10
Learning activities and Assessment: Narrated PowerPoints, Guide to
LibreOffice Database, activities in database to learn features. (See
Course Overview for evaluations)
Assessments: Term Project Due, Week 11 20%

Module 8: Wrapping Up; Week 14
 - Exploring database marketing
 - Course wrap up
Learning Outcomes 1, 3, 7
Learning activities and Assessment: Closing thoughts on relationships,
CRM and database marketing. (See Course Overview for evaluations)
Assessments: Test 3, 15%