Choose any company you know from first-hand experience or reading.
Imagine the president of the company hires you as a consultant. He’s paying you big bucks to answer this question:
“We have been practicing CRM for many years. Now we want to take a CVM approach. We want to focus only on the highest-value customers. We will encourage the rest to …well, go elsewhere.
“I need a very strong recommendation from you. You will not get paid to say, ‘It depends.’ But I also need lots of logic — i have to sell your answer to our Board of Directors.
“Please cite sources you use but do not use long quotes (that’s for amateurs, not pro consultants like you). No definitions. We want your analytical brainpower displayed in this memo.” Click here for guidance on citing sources.
Important: Please use your own words and ideas. Copying (“cut and paste”) and close paraphrasing are not appropriate. See the TUI Student Handbook (p 30) for a discussion of plagiarism. You cannot get credit for a paper that includes *any* component of plagiarism.
MGT 515 is a graduate course. You are expected to develop and support your own ideas. Summarizing or “regurgitating” from the background materials will not be considered fulfillment of an assignment.
Checklist for Grading:
==> Demonstrate understanding of CVM and CRM
==>Take a strong position (not “we could have some of each”)
==>Avoid repeating definitions ==>Evidence of use of required references and background materials (necessary for a grade of “B” or higher)
==>Use of APA formatting Guidelines here.
==>Length of 600-800 words (pages not as important as words)
==>Few quotes and absolutely no copying or close paraphrasing from any source without appropriate citation
==>No definitions and no summaries from the text
==>No general statements with “all,” “none,” “must,” “should,” “mandatory,” and similar terms
MGT515 is a graduate course. Therefore, you need to demonstrate analytical, critical thinking. A rehash of the articles will not meet the requirements of this assignment.
Beatty, Sally (2002, October 31). Mass Levi’s, Class Levi’s — Wal-Mart to Neiman Marcus Is Jeans Maker’s New Goal; Top Price: $220 `Vintage’ Pair, THE WALL STREET JOURNAL. (Eastern edition). New York, N.Y. p. B.1. Available on July 25, 2007
Danna, A & Gandy, O. H. Jr. (2002). All that glitters is not gold: Digging beneath the surface of data mining. Journal Of Business Ethics,1 40(4), 373-386.
Medford, R. (2007). Cut to the Chase: Practical Advice for Successful CRM. Supply Chain Europe. London. 16(5). p 26
Modular Learning Objectives
By the end of this module, the student shall be able to satisfy the following outcomes expectations:
There are no objectives defined for this module.
This module introduces you to basic concepts of data mining ad CRM. The Background materials cover both data mining and CRM in some detail.
CRM has taken on new importance as consumers are empowered more than ever. The Internet has leveled the playing field in many ways and marketers can no longer afford to take an adversarial role with their clients and customers.
As you engage in the course, I would encourage you to reflect on your own experiences as a customer and (if appropriate) as a marketer. Nearly everyone has a customer, whether internal to the firm or external to the environment. When you work for an organization, you may find it helpful to think of the organization in general and your own boss in particular as your Number One customer.
The first step in relating to a customer is analyzing that customer. That?s the role of this module.
Upon successful completion of Module 1 of Mgt515, you will be able to:
Define data mining – Attainment of this objective is demonstrated in Case 1
Explain when to mine data – – Attainment of this objective is demonstrated in TD1
Use mined data as the basis for framing marketing strategies – Attainment of this objective……………………………
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