Managing Customer Relationships Through Direct Marketing
MKTG 550B –AUTUMN 2004 - WINTER 2005
SYLLABUS
Course website: http://courses.washington.edu/dmarket
|
· “Riding the Information Wave”
· “Preventing the Premature Death of Relationship Marketing”
· “Zero Defections”
· “The Customer has Escaped”
|
Date |
Time |
Topics |
Required |
Assignments |
Resources |
|
|
|
Monday 12/13 |
|
§ Welcome & Introduction § DM Fundamentals § “Who is today’s customer?” |
§ Chapter 1 & 3, R&B § “Riding the Information wave” § "Preventing the Premature Death of Relationship Marketing” |
§ Bring DM Sample to Class |
§ Economic Impact 2003 § 2001 Statistical Factbook § Best Case/Worst Case Format |
|
|
|
|
BREAK |
|
|||||
|
|
§ Case History: Pets.com § Classic DM: Offers |
§ “Zero Defections” § Review “The Customer Has Escaped” |
§ Articles Analysis Homework DUE (W) §
(Individual) |
|
|
||
|
Date |
Time |
Topics |
Required |
Assignments |
Resources |
|
|
|
Thursday 12/16 |
|
§ Classic DM: Testing § Case Histories: Gevalia Kaffe, BMG |
§ Chapter 10 (R&B); skim Chapter 15 |
§
Best / Worst Case DUE (W) (In groups of 2 - 3) |
§ Shepard Chapters 17 & 18 (R) |
|
|
|
|
BREAK
|
|
|||||
|
|
§ Classic DM: Clubs & Continuity |
|
|
|
|
||
|
Friday 12/17 |
|
§
Open
Prep HELP |
|
|
|
|
|
|
|
§ HELP Presentations |
|
“HELP” Case / Questions DUE (W/O) (In teams)
|
|
|
||
|
|
Break |
|
|
|
|
||
|
|
§ DM Financials & Budgeting § Lists/RFM |
§ Chapters 2 & 9 (R&B) §
Hughes |
|
§ Shepard Chapter 18 (R) |
|
||
|
|
LUNCH |
|
|
|
|
||
|
|
§ DM Media & Segmentation Broadcast, Print, Mail, Internet, Telemarketing |
§ Chapter 4 (R&B) |
|
§ Chapters 12, 14-17 (R&B) |
|
||
|
|
§ Relationship Marketing Intro |
§ Chapters 1,3-5 (N) § “eLoyalty: Your Secret on the Web” |
|
|
|
||
|
|
BREAK
|
|
|
|
|
||
|
|
In Class Exercise |
§ “The Case of the Complaining Customer” |
|
|
|
||
|
Saturday 12/18 |
|
§ 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 |
§ Chapters 5,8 (R&B) |
|
Shepard Chapters 19 & 20 (R) |
|
||
|
|
LUNCH |
|
|
|
|
||
|
|
§ Guest Speaker: Gary Beck, Former SVP. General Motors, Senior Partner, Executive Director Marketing Technology - Ogilvy Worldwide |
§ Chapters 5,8 (R&B) § Chapters 10,11(N) |
Web sites Review:
|
§ Chapter 7 (R&B) |
|
||
|
|
§ Ruth Owades Prep |
|
|
|
|
||
|
|
|
|
|
|
|
|
|
|
Date |
Time |
Topics |
Required |
Assignments |
Resources |
|
|
|
Tuesday 12/21 |
|
§ Ruth Owades Presentations |
|
§ Ruth Owades Sensitivity and § Cash Flow Analyses DUE (W/O) (In teams) |
|
|
|
|
|
BREAK |
|
|
|
|
||
|
|
§ CRM Introduction § Customer Interaction Map |
§ Review Chapters 1,3-5 (N) § Skim “King Size” |
|
|
|
||
|
Friday 1/7 |
|
§ “King Size” Presentations |
|
§ “King Size” Customer Interaction Map DUE (W/O) (In
teams) |
§ “Building Brands Without Mass Media |
|
|
|
|
BREAK |
|
|
|
|
||
|
|
§
Business to Business / Complex § Case History: Andersen Consulting |
§ Chapter 11 (R&B) |
|
|
|
||
|
|
§ LUNCH |
|
|
|
|
||
|
|
§ Connecting CRM to Business Strategy, Organizational Structure, and Measurement Systems |
§ “Customer Profitability and Customer Relationship Management at RBC Financial Group” |
§ “RBC” Discussion Questions DUE (O) (In teams) |
|
|
||
|
Time |
Topics |
Required |
Assignments |
Resources |
|
||
|
|
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” |
§ Chapters 6-8 (N) § “Interactive Technologies and Relationship Marketing Strategies” |
§ Review Getty Images website |
|
|
||
|
Saturday 1/8 |
|
§ Open Preparation for King Size CRM |
|
|
|
|
|
|
|
BREAK |
|
|
|
|
||
|
|
§ “King Size” Presentations |
|
§ “King Size” CRM Case Presentation DUE (W/O) (In teams) |
|
|
||
|
|
§ LUNCH |
|
|
|
|
||
|
|
§ Catalogue Marketing |
§ Chapter 13 (R&B) § “LL Bean Inc.: Corporate Strategy” |
|
|
|
||
|
Time |
§ Topics |
Required |
Assignments |
Resources |
|
||
|
|
§ Future Trends: Creating Competitive Advantage with Direct Marketing |
|
|
“Why Satisfied Customers Defect” |
|
||
|
Sunday 1/9 |
|
§ Student Presentations |
§ McKinsey Article on Channels § Review “The Customer Has Escaped” |
Web sites / catalogue / store review (DUE O) (In teams): L.L. Bean Eddie Bauer J Crew Lands End Harry & David |
|
|
|
|
|
§ 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
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.
|
Individual and Small Group: |
20% |
|
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) |
80% |
|
HELP! Case Questions Provided - (W/O) 10% Ruth Owades (W/O) - Cash Flow/Sensitivity
Analysis/Recommendations 20% RBC Case Questions Provided (O)
15% “Retail” Website Analysis (O)
10%
King Size (W/O) 1.
Customer Interaction Map 10% 2. Case Analysis with
CRM 15% |
|
|
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.