PUBP 776/SYST 696 Customer Relationship Management (CRM)

Fall, 2001

Thomas Gulledge & John Bordeaux

George Mason University

The School of Public Policy

Enterprise Engineering Laboratory, MS 2E4

http://www.eep.gmu.edu

Abstract - This course is focused on the “Front Office” and its integration with the “Back Office.” The modern world of eCommerce extends intra-enterprise integration [as implemented in Enterprise Resource Planning (ERP) systems] to include external constituents, such as customers, partners, and suppliers. This Extended Enterprise Integration is represented in the following figure.

This course is focused on modern system support for the Demand Chain, and the value creation process that results from integrating the Front Office systems (e.g., CRM) with the Back Office systems (ERP).

To enable this course, we use the CRM solution that is provided by the new strategic partnership between Great Plains and Siebel Systems. The students are introduced to the topics in the detailed outline by direct interaction with the CRM functionality that is provided in the Great Plains eEnterprise Front Office/Back Office solution.

This course builds on earlier courses where the students implement and tune the Great Plains eEnterprise solution for the Back Office. This course has systems engineering orientation, focusing on the implementation and customer-tailoring aspects of CRM systems.

Prerequisites:

PUBP 771/SYST 691 – Introduction to Enterprise Engineering & Policy (or permission of the instructor)

Course Location:

George Mason University

Thompson Hall, Room 117

Course Date and Time:

1920-2200 - Monday

Textbooks:

Don Peppers and Martha Rogers. The One-to-One Manager: Real-World Lessons in Customer Relationship Management. New York: Currency-Doubleday, 1999.

Don Peppers and Martha Rogers, One to One B2B : Customer Development Strategies for the Business-to-Business World. New York: Currency-Doubleday, 2001.

The instructors will provide all additional readings and lecture slides.

Evaluation Criteria:

This course requires that the student read assigned work on a weekly basis. The student will be examined on the lectures and the required reading materials in a closed-book examination format. The format will be written 2.5-hour examination. Additional homework may be assigned and collected, but not graded. The weights used in the grading are:

(3 Hour Credit)

Examination 50%

Implementation Project (Including write-up and presentation) 50%

Implementation Project:

This is a small class, so the class, the instructors, and several assistants are going to work together to design and implement a CRM solution. The solution software will be Great Plains eEnterprise, and in particular, the Siebel Front-Office bolt-on CRM solution. The project will focus on marketing the new Enterprise Engineering and Policy Masters Degree.

Lecture Plan

Outline of Planned Topics by Week:

08.27.01 - Lecture 1: Distribution of Materials and Assignments

09.03.01 - No Class – Labor Day (University Closed)

09.10.01 - No Class – Global Logistics Workshop (Taipei)

09.17.01 - Lecture 3: Review of Enterprise Integration concepts

09.24.01 - Lecture 4: Review of Extended Enterprise Integration

10.01.01 - Lecture 5: Overview of Customer Relationship Management (CRM)

10.08.01 - No Class – Fall Break

10.15.01 - Lecture 6: Great Plains/Siebel Solution (Operating System, Database, and Architecture)

10.22.01 - Lecture 7: Implementing and adapting CRM to a particular organizational environment

10.29.01 - Lecture 8: Lecture 6: U.S./Denmark Technical Exchange (Full Day Requirement). For the most recent Technical Exchange, see http://www.iprod.auc.dk/misg/seminar/scp300801/

11.05.01 - Lecture 9: Implementing and adapting CRM to a particular organizational environment

11.12.01 - Lecture 10: Implementing and adapting CRM to a particular organizational environment

11.19.01 - Lecture 11: Implementing and adapting CRM to a particular organizational environment

11.26.01 - Lecture 12: Implementing and adapting CRM to a particular organizational environment

12.03.01 - Lecture 11: Implementing and adapting CRM to a particular organizational environment

12.10.01 - Final Examination