Marketing Strategy and Operations Model

Team Projects Marketing Strategy and Operations Model

PURPOSE The project is designed to provide an in-depth understanding of the rapidly evolving use of technology in customer relationship management (CRM). You are to incorporate the "student life-cycle" into your project. This means managing the relationship from the very first inquiry into the institution until the student (customer) has graduated and moves into the alumni classification.

THE SCENARIO Your analysis should include but not be limited to the following.

1. Assume that a senior management group at High Point University (HPU) has asked your team to investigate a CRM system. They expect you to research the subject and come back to them with the following: a. A brief overview of the topic, including the basic functionality of the process i. What is CRM? ii. How does it work? Not too technical, you don't want to bore or confuse your audience. b. Describe the benefits that HPU should be able to realize as a result of implementing this process. i. What value will the new process bring to HPU? ii. Why would HPU be interested in spending money to implement the system? iii. Why would HPU allocate staff to implement it? c. Describe the types of business problems that can be solved or improved upon by implementing this system. i. What efficiencies should HPU expect as a result of implementing it? How? ii. Will it improve HPU's financial position? In what way? iii. Will it increase student enrollment? How? d. Relate a success story of another business that has implemented this process. i. What value/benefit did the process bring to this business? ii. What problems were experienced? e. Provide cost information relating to this process. i. How much will it cost initially? ii. What type of support staff will be needed to maintain it? iii. Are there any "hidden" costs? f. Describe potential obstacles HPU may encounter if the management team dcides to implement this process. i. What problems have other companies encountered? ii. How did they handle this situation? g. Based on your team's research make your recommendation to the leadership group at HPU. i. Does your team think that this process would be or would not be a good investment for HPU? Why? ii. State your reasons clearly and include facts and examples that support your position. 2. You will be permitted to choose your own teammates for completing the core e-business plan as described below. a. Teams will consist of only two (2) members. b. You may work independently if you so choose. 3. The project is due at the beginning of the class on the date assigned in the syllabus without exception. 4. In addition to the completed group project, each team member must prepare a written paper which documents the role you personally filled on the team. a. What section(s) were you responsible for? b. What other responsibilities did you have? This section must be turned in and signed by the other member of the team. c. Your signature indicates that you agree with your partner's written statement of their responsibilities. d. Individual project grades will be determined based on this paper and the overall CRM plan. 5. Presentation of the CRM plan must be shared equally. Each member must participate in order to receive full credit. 6. Prepare an 8-10 page, double-spaced paper, prepared using word processing software. a. A professional appearance is required. b. Use a minimum of 5 resources i. Cite your sources following some standard, whether it is MLA, APA, Chicago, etc. ii. A consistent format is required. BEGIN YOUR WORK EARLY!!