Managing Customer Relationships Through Direct Marketing MKTG 550B –AUTUMN 2004 - WINTER 2005 SYLLABUS
Course website: http://courses.washington.edu/dmarket
PRE-TERM READINGS
• • • • “Riding the Information Wave” “Preventing the Premature Death of Relationship Marketing” “Zero Defections” “The Customer has Escaped” Date Time Topics
• • • •
Customer Differential, Melinda Nykamp Chapters 1 and 3 - Direct Marketing Management, Roberts and Berger “HELP!” Case “Ruth M. Owades” Case Assignments Resources Economic Impact 2003 2001 Statistical Factbook Best Case/Worst Case Format
Monday 12/13 5:009:30PM
5:00-7:00
Welcome & Introduction DM Fundamentals “Who is today’s customer?” BREAK Case History: Pets.com Classic DM: Offers
Required Readings/ Cases Chapter 1 & 3, R&B “Riding the Information wave” "Preventing the Premature Death of Relationship Marketing” “Zero Defections” Review “The Customer Has Escaped”
Bring DM Sample to Class
7:00-7:15 7:15-9:30
Articles Analysis Homework DUE (W) (Individual)
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Date Thursday 12/16 5:009:30PM
Time 5:00-7:00 7:00-7:15 7:15-9:30 8:00-9:00 9:00-10:00 10:00-10:15 10:15-12:00
Topics Classic DM: Testing Case Histories: Gevalia Kaffe, BMG BREAK Classic DM: Clubs & Continuity Open Prep HELP HELP Presentations Break DM Financials & Budgeting Lists/RFM LUNCH DM Media & Segmentation Broadcast, Print, Mail, Internet, Telemarketing Relationship Marketing Intro BREAK In Class Exercise
Required Readings/ Cases Chapter 10 (R&B); skim Chapter 15
Assignments Best / Worst Case DUE (W) (In groups of 2 - 3)
Resources Claritas Prizm NE Shepard Chapters 17 & 18 (R)
“HELP” Case / Questions DUE (W/O) (In teams) Chapters 2 & 9 (R&B) Hughes Ch. 10 Shepard Chapter 18 (R)
Friday 12/17 8:00AM5:00PM
12:00-1:00
1:00-2:00
Chapter 4 (R&B)
Chapters 12, 14-17 (R&B)
2:15-3:15 3:15-3:30 3:30– 5:00
Chapters 1,3-5 (N) “eLoyalty: Your Secret on the Web” “The Case of the Complaining Customer”
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8:00 –10:00
DM Creative: Strategy & Execution
Chapter 6 (R&B) “Where Ideas Come from and How to Express them Persuasively”
10-10:15
BREAK Targeting/db & Predictive Modeling LUNCH Guest Speaker: Gary Beck, Former SVP. General Motors, Senior Partner, Executive Director Marketing Technology - Ogilvy Worldwide Ruth Owades Prep Chapters 5,8 (R&B) Shepard Chapters 19 & 20 (R)
Saturday 12/18 8:00AM5:00PM
10:15-12:00 12:00-1:00
1:00-3:00
Chapters 5,8 (R&B) Chapters 10,11(N)
Web sites Review: GM Audi Ford Honda Chrysler Nissan BMW Volkswagen
Chapter 7 (R&B)
3:30-5:00
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Date
Time
Topics Ruth Owades Presentations BREAK CRM Introduction Customer Interaction Map
Required Readings/ Cases
Assignments Ruth Owades Sensitivity and Cash Flow Analyses DUE (W/O) (In teams)
Resources
5:00-7:00 Tuesday 12/21 5:009:30PM 7:00-7:15
7:15-9:30
Review Chapters 1,3-5 (N) Skim “King Size” “King Size” Customer Interaction Map DUE (W/O) (In teams)
8:00-10:00
“King Size” Presentations BREAK Business to Business / Complex Sale Case History: Andersen Consulting LUNCH Connecting CRM to Business Strategy, Organizational Structure, and Measurement Systems
“Building Brands Without Mass Media
10:00-10:15 Friday 1/7 8:00AM5:00PM 10:15-12:00 12:00-1:00
Chapter 11 (R&B)
1:00-2:45
“Customer Profitability and Customer Relationship Management at RBC Financial Group”
“RBC” Discussion Questions DUE (O) (In teams)
4
Time 2:45-3:00
Topics BREAK CRM: Guest Speaker, Harry Egler, VP Global Customer Relationship Management, Getty Images “CRM from Scratch: Applying Consumer Rules in the B-to-B Environment” Open Preparation for King Size CRM BREAK “King Size” Presentations LUNCH Catalogue Marketing
Required Readings/ Cases
Assignments
Resources
3:00-5:00
Chapters 6-8 (N) “Interactive Technologies and Relationship Marketing Strategies”
Review Getty Images website
8:00-10:00 10:00-10:15 Saturday 1/8 10:15-12:30 8:00AM5:00PM 12:30-1:30 1:30-3:00
“King Size” CRM Case Presentation DUE (W/O) (In teams) Chapter 13 (R&B) “LL Bean Inc.: Corporate Strategy”
5
Time
Topics Future Trends: Creating Competitive Advantage with Direct Marketing
Required Readings/ Cases
Assignments
Resources
3:00-5:00
“Why Satisfied Customers Defect” Web sites / catalogue / store review (DUE O) (In teams): L.L. Bean Eddie Bauer J Crew Patagonia Lands End Harry & David
Sunday 1/9 1:005:00PM
1:00-3:00
Student Presentations
McKinsey Article on Channels Review “The Customer Has Escaped”
3:00-5:00
Course Wrap-Up / Evaluations
Review “Preventing the Premature Death of Relationship Marketing
Key: W = Written; W/O = Written & Oral; R&B = Roberts & Berger; N = Nykamp; R = Resources; CW = Course Web Site
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Evaluation of Student Work
Your work within the class will be evaluated on several dimensions. Class Participation is important and either counts for or against your final assessment depending on the richness and quality of your individual contribution to the overall learning experience. You are responsible for all reading, even if it is not explicitly covered in class. The relative weighting of each of these dimensions is given below: Individual and Small Group: Zero Defections/The Customer Has Escaped Review (Ind.) 5% Best Case/Worst Case (small group of 2-3) 15% Group Case Assignments (teams of 5 or 6) HELP! Case Questions Provided - (W/O) Ruth Owades (W/O) - Cash Flow/Sensitivity Analysis/Recommendations RBC Case Questions Provided (O) “Retail” Website Analysis (O) King Size (W/O) 1. Customer Interaction Map 2. Case Analysis with CRM 10% 15% 10% 20% 15% 10%
20%
80%
TOTAL: 100% • Each group will submit 3 cases in writing. • Each group is also responsible for 4 oral presentations with leave behind materials submitted for these. • To ensure equal participation in group projects, team members are requested to evaluate each other's performance using a Team Evaluation Form. This may be handed in anytime after the last class or with your exam. Forms will be distributed in class.
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