Author(s) : Jean-Eric PELET

Students are encouraged to register on each of these social networks: Facebook, Twitter and LinkedIn in order to understand the course with more accuracy.

Objectives

Description

• This course develops critical student perspectives into Customer Relationship Management (CRM) and technologies enabling the Internet and their uses in marketing and business management.
• It enables students to understand the theory and practice of marketing and business strategy in the context of the dynamic electronic and digital landscape. It is now essential for businesses to engage with the complexities of Internet technologies in order to achieve competitive success. This fast changing environment throws up both opportunities and challenges to businesses.
• The course will enable students to gain a deeper understanding of the CRM and strategic aspects of business conducted within the electronic context.
  

  Objectives

• The aim of this lecture is to enable students to investigate, contextualize, and critically evaluate the application of Internet technologies in CRM and strategy.
• The lecture will draw from theory and current practice across a wide range of e-marketing contexts to enhance awareness of the theory and practice of CRM.
• The course will prepare students for the opportunities and challenges of CRM by introducing them to a variety of areas covering the CRM landscape.
• The course also aims to develop understanding of the processes of value creation and the performance metrics used to evaluate the effectiveness of digital strategies.The course will also:
• Assess the relevance of the concepts of relationship, direct and database marketing on the internet
• Evaluate the potential of the internet to support one-to-one marketing, and the range of techniques and systems available to support dialogue with the customer over the Internet
• Assess the characteristics required of tools to implement one-to-one marketing
  

  Intended Learning Outcomes:

• Demonstrate knowledge and understanding of key features around the CRM landscape and issues in CRM contexts.
• Demonstrate knowledge and understanding of CRM strategies including research, consumer behaviour, and market segmentation issues.
• Demonstrate knowledge and understanding of the CRM planning process including frameworks, implementation, and evaluation
• Demonstrate comprehensive understanding of all aspects of CRM management through the construction of a CRM plan appropriate to a business scenario.
• Critically apply theories by evaluating marketing plan in the context of implementation and performance metrics.
  

  Question for marketers

• How can the Internet be used to support the different stages of the customer lifecycle?
• How do I implement permission marketing?
• What do personalization and mass customization mean and how should I apply them in my marketing?
  

  Keywords

• Customer Relationship Management, relationship marketing, e-marketing, digital marketing, Customer Analytics
• This course also examines the impact of the Internet on traditional methods of marketing, and more generally, the related business functions which enable and support it. It explores the existing and potential future uses of the Internet for the marketing(s) of goods and services across a range of product categories.
• It also investigates the use and utility of the Internet on both sides:
  • as a strategy for business,
  • as a medium to increase effectiveness, efficiency, and competitiveness,
  • as a technique across a range of different kinds of missions which influence how businesses operate today.

  Programming

  1. Introduction to CRM and e-marketing
  2. The buzz marketing: developing the company’s profile and communicate quickly
  3. The search engine marketing: developing the company’s visibility on search engines and increase traffic to its site
  4. The co-creation and participation: improving creativity and credibility by the participation of users
  5. The company blogs: create the company’s community of online users
  6. The presence marketing: adopt a new channel of communication, promote immediacy in customer relations
  7. Social networks: building networks to develop business opportunities and career
  8. The ubiquitous marketing: leverage the company’s commercial presence to increase its business

  Evaluation: theoretical and practical

  The weighting of each assessment activity is indicated in the table below:

   

  Theory: Synthesis of an academic paper	Practice – Creation of the CMS	Practice – Participation to the main platform	Total
  33%	33%	33%	100%

  Objective

  • You are warmly encouraged to read this chapter in order to understand the whole lecture:
    • Pelet J.-É. (2010), Using Web 2.0 Social Computing Technologies to Enhance the Use of Information Systems in Organizations, IGI Global, pp.101-132, DOI: 10.4018/978-1-61692-904-6.ch007, http://bit.ly/fJVhWI
  • Following the example of this chapter, you are required to build a Content Management System platform related to the following topic: Knowledge Management and to one of the themes of your choice.
  • Number of students for one platform: 6

  Method

  Multimedia content is VERY welcome (pictures, videos, sounds, presentations, etc.)

  In theory

  • • In order to gain an in-depth understanding of a topic of interest, the student committed to Knowledge Management, will choose an article to synthesize it.
    • This article can be chosen:
    • Among recent publications from top ranked journals (A* and A only) issued from Marketing databases
    • From articles delivered by the lecturer.

  This synthesis of 2-pages (A4 format) is a summary of this article, mentioning what looks most important to you. It necessarily contains:

  • 1. • A literature review,
       • hypothesis,
       • results,
       • bibliographical references used in the synthesis.
  • This work will appear on the Content management System of the group the student takes part of, in order for the other students to read the works of their colleagues and eventually grade it. Students will also print this synthesis to get graded by the lecturer.
    1. 1. Choose an article among the following one (see below)
       2. Write the title in front of your name on this page (clic here)
       3. Write a synthesis following this model and copy paste it from Word to the platform of the classroom by creating a post: one post for one synthesis of article

  Course methodology

  1. Class lecture and discussions
  2. In and outside of class team/individual participation to the course knowledge management
  3. Team projects and presentation
  4. Individual research paper
  5. Outside of class reading/participation to the platform of the lecture
  6. Popular Website visits (in and outside of class)

  Individual research paper

  • The paper should be an independent piece of research work based on a critical analysis of secondary research written in the form of a publishable journal article outline, accompanied by at least five references of key source material contributing to the article.
  • The paper should be on one of the chosen topics from the theme of E-Marketing Environment and should clearly outline a research context, define a specific research problem, outline challenges and opportunities presented by the issue to marketers, provide a comprehensive theoretical background and rationale, and outline some marketing implications and recommendations.
  • (Examples would be the implications of the internet landscape in certain emerging economies; issues around country and market attractiveness for e-marketing; issues and challenges around converge of certain types of technologies; issues around the digital divide; issues around certain ethical and legal challenges; issues around ownership of internet and content etc.)

  Team Projects

  • Student teams comprised of approximately 3 students will be assigned several tasks such as developing a knowledge management plan for an organization that does not yet use the online environment, such as the traditional brick and mortar companies;
  • Each team will be required to turn in a detailed paper and complete individual and peer evaluations;
  • All these projects must be created on websites so your colleagues are able to watch it;
  • Each group will be required to develop an individual website.
  • Guidelines for these websites will be posted on the platform class website.
  • A number of online providers offer free websites and offer detailed instructions on how to complete this website.
  • This assignment can also be completed in any number of HTML editors (Microsoft FrontPage, Dreamweaver, etc.).
  • However, these programs will not be covered in class so students will have to learn one of these programs on their own.
  • A link to your Web Site must be submitted electronically via email.

  Classroom Courtesy

  • Since every student is entitled to full participation in class without interruption, all students are expected to be in class and prepared to begin on time. Please be considerate of fellow classmates and turn off all beepers, pagers, cell phones, etc. Students involved in discourteous behavior, rude/unnecessary comments, talking during class, sleeping, and other disruptions will not be tolerated (you will be required to leave).
  • Laptops will only be permitted if used for in-class note taking. Cell phones should also be out of sight while in class (and absolutely no text messaging).

  Learning and Teaching Activities:

  • Lecture style presentations will introduce students to theoretical underpinnings in course content. Seminar sessions will include case study interrogation, in-class presentations, class discussions, and audio-visual material (where appropriate) and will reinforce theoretical learning, foster application and analysis skills in enabling students to choose and discuss appropriate international marketing strategies and tactics. Online support will be available for disseminating teaching, learning, and assessment materials and for facilitating student discussion and feedback.
  • In line with the KMCMS’s Equal Opportunities Service policy, all appropriate support will be provided to meet the needs of differently-abled students including adaptation of learning materials where appropriate.
  • Students will be required to keep up with all the learning and teaching activities in order to successfully achieve all the mandated learning outcomes. The module will require considerable student input of independent reading and preparation daily to keep up with prescribed reading.

  Course Materials

  Textbook

  • Strauss, J., El-Ansary, A., & Frost, R. (2006). e-marketing (4th ed.). Upper Saddle River, NJ: Pearson Education Inc. ISBN 0-13-148519-9.
  • E-commerce : De la stratégie à la mise en œuvre opérationnelle de Henri Isaac, Pierre Volle, et Yann Bréban (Broché – 23 mai 2008)
  • Culture Web : Création, contenus, économie numérique de Xavier Greffe et Nathalie Sonnac (Broché – 14 mars 2008)

  Further readings

  Documents are pdf files

  Download the reader if necessary:

  
  Get Adobe Acrobat Reader

  Consulting papers

  • Best Practices in Email Marketing > The Ultimate Email Marketing Guidebook: Increasing Subscriber Engagement > Breakthrough Examples of How Brands are Raising the Email Marketing Bar, read
  • Social currency: why brands need to build and nurture social currency by Vivaldi Partners, read
  • Rise of Social commerce: A trail guide for the social commerce pioneer by Lora Cecere et al., read
  • Seven guidelines for achieving ROI from Social Media by eMarketer, read
  • Four ways to get more value from digital marketing by David C. Edelman, read
  • The best of both worlds by Tom Bunzel, read
  • Buzz building: 7 steps to Social Media Marketing Success by Silverpop, read
  • Vital checklist for website redesign by Khrysti Nazzaro, read
  • How to use social media to improve customer service and cut costs by Bob Thompson, read
  • Generate leads with social media strategy: 6 steps to fill up sales funnel by Meclabs, read

  Video

  Go to the post.

  Podcast

  Go to the post.

  Links

  Cloud Marketing

  • (http://www.cloudmarketing.org/)

  Digital Social Networks

  • http://www.danah.org/papers/

  Books

  1. Flores L., Volle P., « Potentiel relationnel et impact du site de marque sur la performance marketing », Décision Marketing, n°40, octobre-décembre 2005.
  2. Jayachandran S., Sharma S., Kaufman P. et Raman P., « The Role of Relational Information Processes and Technology Use in customer Relationship Management », Journal of Markeging, vol.69, octobre 2005.
  3. Luo X. et Seyedian M., « Contextual Marketing and Customer-Orientation Strategy for E-Commerce : An Empirical Analysis », International Journal of Electronic Commerce, vol. 8, n°2, hiver 2003, 95-118.
  4. Montoya-Weiss M., Voss G.B., Grewal D., “Determinants of on line channel use an doverall satisfaction with relational multichannnel service provider”, Journal of the Academy of Markegting Sciences, vol. 31, n°4, 2003.
  5. Parasuraman A., Grewdal D., “The impact of technology on the quality-value-loyalty chain : a research agenda”, Journal of Marketing Science, n°28, 1, 2000, 168-174.
  6. Parasuraman A., Zeithaml V.A., Malhotra A., “ES QUAL, A multiple item scale for assessing Electronic Service Quality”, Journal of Service Research, vol. 7, n°3, février 2005.
  7. Senecal S., Nantel J., “The influence of online product recommendations on consumer’s online choices”, Journal of Retailing, 80, 2004.
  8. Thomas J. S., Sullivan U. Y., “Managing Marketing Communications with Multichannel Customers”, Journal of Marketing, vol. 69, october 2005.
  9. Van der Laan J.W., The future of on line food retailing, Food Personnality, janvier 2000.

  Going further

  1. Andrieu O., Créer du trafic sur son site Web, Eyrolles, 2004, Paris.
  2. Cheskin Research, E-Commerce trust study, janvier 1999.
  3. Flores L., Muller B., Egrebi M., Chandon J. L., « Impact des sites de marque : effet de la visite et apport des outils relationnels », Revue Française du Marketing, n°217, 2/5, mai 2008.
  4. March V., L’affiliation, Pourquoi ? Comment ?, Editions d’Organisation, 2004, Paris.
  5. McAlexander J. A., Schouten J. W., Koening H. F., “Building brand community”, Journal of Marketing, vol. 66, Iss. 1, janvier 2002, Chicago.
  6. Moe W., Fader P. S., “Which visits lead to purchases ? Dynamic conversion behaviour at E Commerce Sites, in Mitch Betts, Turning browsers into buyers”, MIT Sloan Management Review, 42, 2, hiver 2000, 8-9.
  7. Niks, Wouter, Plasmeijer P. Et Peelen E., E-commerce, transactiemodel voor internet, Samson, 2000, Alphen a/d Rijn.
  8. Peppers D., Rogers M., One to One manager : Real World lessons in customer relationship management, Capstone Publishing, 2000, Oxford.
  9. Saporta S., Référencement sur le Net : les nouvelles méthodes gagnantes, Editions d’Organisation, 2005, Paris.
  10. Swinkels H., Web Usability bij de Nederlandse e-tailers, een onderzoek naar, 2001.
  11. Turban E., King D., Lee J., Viehland D., Electronic commerce, a managerial perspective, Prentice Hall, 2004. Wiklund M. E., Usability in Practice : How companies develop user friendly products,AP Professionnal, 1994, Massachussets.