BM 6810 Customer Relationship Management

Trimester 2/14

Assumption University
Graduate School of Business
MBA Fast Track Program
Graduate School of Businesss Vision
Educating Intelligences and Active Minds to Change the World

GRADUATE SCHOOL OF BUSINESSS MISSION

To provide graduates competent for management and able to assume administration responsibilities with

foresight and vision, who have a head to think critically and creatively, a pair hands to act with a sense of
purpose and an ear attuned to the people around them.
To generate new knowledge in management and administration, particularly in the Asian context, in this
information rich, globalized economy in which we all live.

COURSE TITLE

BM 6810 Customer Relationship Management

LECTURER

Dr. Thanatphong Pratheepthaweephon

OFFICE & CONTACT

Tel. 081-930-6252 : e-mail : drthanatphong@yahoo.com

COURSE
DESCRIPTIO
N

Thinking-outside-the-CRM-box, technical and management approaches,

strategies, and their impact towards the successful Customer
Relationship Management (CRM) in today organization, the role of
CRM, business paradigm shift, environment rapid changes, and
how information systems can be used for competitive advantage,
the technical and managerial foundation emphasizing operational
CRM and how to deliver a successful CRM project, issues that
relate to the success and failure as well as risk factors (People,
Process, and Technology) will be demonstrated by real world or
case study examples given in class.
This subject will enable students to:

COURSE
OBJECTIVES

CORE TEXTS

Page 1 of 3

Fully understand core concepts of CRM (customer relationship

management).
Understand how to build and retain customer satisfaction.
Be able to design appropriate planning for CRM project.
Be able to identify critical success factors in CRM.
Understand risk factors inherited in CRM and be able to employ
suitable CRM tool.

Peelen, Ed. Customer Relationship Management: Edinburgh Gate,

Harlow, Essex CM20 2JE, England. Pearson Education Limited.

BM 6810 Customer Relationship Management

Trimester 2/14

Learning outcomes

On successful completion of this subject students will be able to:

Identify customer relationship management concept that could help a company
achieves its growth target.
Pinpoint how information systems can be used for competitive advantage.
Deliver a successful CRM project, issues that relate to the success and failure as
well as risk management strategy.
Employ appropriate CRM tools to enhance business value.
Methods of teaching and learning
Formal lectures (45 hrs.) will be used to introduce topics and students will be expected to complete
background reading prior to the lectures as directed. Considerable emphasis will be placed on current
international business issues, hence a large proportion of the teaching material will relate to topical issues
discussed in the business newspapers and journals and from the World Wide Web.
Class rules
Classes will be a combination of lectures, interactive class discussions, and student presentations.
Punctuality, courtesy and respect are as essential to this course as they are to the Board Room and the
conduct of business generally. All assignments will be typed and formatted in a clear and business like
manner free of spelling and grammatical errors. Each student will compile a Portfolio of all his or her
class work, including assignments and class presentations this Portfolio must be handed up at the specified
time and shall be graded as part of ongoing assessment. During lectures mobile phones must remain turned
during every class unless pre-agreed special circumstances exist.
In every sense class participants are expected to conduct themselves professionally at all times. When you
enter my class room you enter the corporate world. Students are asked to ensure that their culinary,
washroom and other needs are attended to before coming into class. There will be a some fifteen
minute break mid-way through each lecture and the lecture will resume when all students have returned to
class. As an aspect of showing courtesy and respect no extraneous reading material should be read during
class and mobile phones should be turned off during class unless pre-arranged with the lecturer.
Students are encouraged to undertake academic research of topics under discussion and when including the
work of others in their assignments and presentations must acknowledge sources with accurate references,
using both in-text citations and a bibliography if appropriate. Plagiarism, or any other form of cheating will
not be tolerated and any assignment containing plagiarized (unreferenced) material will receive a zero
grade.

In-class participation
As an aspect of the learning process the active sharing of ideas and experiences is most important and
hence students are required to participate in class discussions. Students who participate constructively
receive higher grades. In particular, students will be expected to work at different times with fellow students
in researching, documenting and presenting several set assignments. There will be a major project, which will
include group presentations during the latter part of the course.
Because of the current state of world trade negotiations you are encouraged to read the local and international
business press daily and be prepared to discuss newspaper articles and business journals in class. You will
be evaluated overall not only on your group presentations but also on your individual participation in in-class
discussions.

Page 2 of 3

BM 6810 Customer Relationship Management

Trimester 2/14

Class Attendance:
In compliance with Assumption Universitys policy on class attendance, the Graduate School of Business
requires all students enrolled in courses to have a minimum class attendance of 80% to be eligible to sit the
final examination. The 20%-absence rule, the maximum allowable absences, is inclusive for all excuses i.e.
sickness, personal commitments, family trips, business trips, and other reasons.

Automatic withdrawal without students consent:

The Dean, the Program Director, and the Lecturer are each empowered to withdraw or withhold correction of
the final examination papers of any student who fails to meet the class attendance requirements.

Marks allocation

Midterm Examination

20% (Open Book)

Final Examination

20% (Open Book)

Semester Project

30%

Assignment

20%

Attendance

10%

TOTAL

100%

Course contents and tentative schedule

WEEK
1
2
3
4
5
6
7

Page 3 of 3

TOPIC
CRM in Marketing
CRM Back to Basics and Analytical CRM
Planning for CRM Project
Critical Success Factors for CRM (1)
Critical Success Factors for CRM (2)
Risk Factors
Selecting CRM Tools