PUBP 776/SYST 696 Customer Relationship Management (CRM)
Thomas Gulledge & John Bordeaux
George Mason University
The School of Public Policy
Enterprise Engineering Laboratory, MS 2E4
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.
PUBP 771/SYST 691 – Introduction to Enterprise Engineering & Policy (or permission of the instructor)
George Mason University
Thompson Hall, Room 117
Course Date and Time:
1920-2200 - Monday
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.
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)
Implementation Project (Including write-up and presentation) 50%
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.
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