Outline

Overview

There have been two fundamental shifts in the focus of business and marketing strategy. On the one hand, companies have become more focused on managing relationships with their customers over an extended period of time. On the other hand, more than any time in history companies' decisions become more data-driven due to the exponential increase in the volume of data on customers, competitors and markets. To obtain, retain and grow a customer base, it is crucial to know how to obtain customer information and how to make sense of it. This unit introduces students to fundamental concepts of customer relationship management and state-of-art analytics and how to apply these to real-world business problems. The unit covers topics including understanding customer relationships, implementing strategic customer relationship management, handling and analysing customer-related databases, increasing customer profitability based on actionable insights gained from customer data, and giving more value to data through visualisation. Students also gain statistical skills, however, no prior knowledge of statistics is required.

Details

Academic unit	Marketing
Unit code	MKTG6018
Unit name	Customer Analytics and Relationship Management
Session, year ?	Semester 2, 2022
Attendance mode	Normal day
Location	Remote
Credit points	6

Enrolment rules

Prohibitions ?	None
Prerequisites ?	None
Corequisites ?	None
Available to study abroad and exchange students	Yes

Teaching staff and contact details

Coordinator	Babak Amiri, babak.amiri@sydney.edu.au

Type	Description	Weight	Due	Length
Final exam (Live+ supervised)	Final Exam Final Exam	30%	Formal exam period	2 hours
Outcomes assessed:
Participation	Participation Participation	10%	Ongoing	Ongoing
Outcomes assessed:
Assignment	Data case write-up Written task	25%	Week 08	2000 words
Outcomes assessed:
Presentation	Final presentation Presentation	5%	Week 12	10 minutes
Outcomes assessed:
Assignment	CRM program report Report	30%	Week 12	3000 words
Outcomes assessed:
= group assignment ? = Type A final exam ?

Final exam: Material covered will include all lecture, cases and prescribed readings, analytical methods discussed throughout the semester. It will take a place during formal exam period.

Final presentation: Students will form groups and deliver a formal presentation detailing the key points of their written group report. Presentations will be assessed on the presenters' ability to clearly and concisely identify and communicate the key marketing/CRM issues facing the business, their success in engaging their audience and their ability to persuasively convince the audience of the validity of their findings within the designated time limit. It will be arranged and develivered through Zoom. Individual contribution will also be evaluated.

CRM program report: Students will form groups and complete a written assignment which will prepare a report regarding the benefits of, and how to adopt a CRM strategy which will significantly increase the profitability of a chosen company. Projects will be assessed on effective use of course material to identify the key CRM issues of the business, the appropriateness of the recommendations suggested to address these issues, and ability to justify the rationale behind them. Individual contribution will also be evaluated.

Data case write-up: For this case analysis assignment, students will work as a group in order to extract and communicate customer insights from two large datasets through effective data analysis and visualisation: one with numeric data and the other with text data.

Participation: this assessment is comprised of two components; 1) class participation and discussion leadership (8%), and 2) business research component (2%).
- Business Research Component Assessment (2%)
  - Please refer to the new Business Research Component site on your CANVAS courses dashboard for detailed instructions on how to complete this assessment. You will have two options for completing this assessment option #1: Participating in a Research Study or option #2: Research Paper Review. Each option is worth 2 marks of the 100 marks total for your participating marketing unit.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date: Deduction of 5% of the maximum mark for each calendar day after the due date. After ten calendar days late, a mark of zero will be awarded.

Special consideration

If you experience short-term circumstances beyond your control, such as illness, injury or misadventure or if you have essential commitments which impact your preparation or performance in an assessment, you may be eligible for special consideration or special arrangements.

Academic integrity

The Current Student website provides information on academic honesty, academic dishonesty, and the resources available to all students.

The University expects students and staff to act ethically and honestly and will treat all allegations of academic dishonesty or plagiarism seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic dishonesty. If such matches indicate evidence of plagiarism or other forms of dishonesty, your teacher is required to report your work for further investigation.

Weekly schedule

WK	Topic	Learning activity
Week 01	Introduction to Customer Analytics and CRM	Lecture (1 hr)
Week 01	Hands-on for Customer Analytics & Data Visualization Part 1	Workshop (2 hr)
Week 02	Customer Analytics Concepts and Big Data	Lecture (1 hr)
Week 02	Hands-on for Data Visualization and Customer Analytics with Tableau Part 2	Workshop (2 hr)
Week 03	Customer Lifetime Value (CLV) and RFM Analysis	Lecture (1 hr)
Week 03	Hands-on for Data Visualization and Customer Analytics with Tableau Part 3, Simple and complete CLV Calculation, RFM Analysis with Customer Segmentation	Workshop (2 hr)
Week 04	Customer Experience Management (CEM), Net Promoter Score (NPS), ACURA Strategy and Customer Journey Mapping (CJM)	Lecture (1 hr)
Week 04	Creating NPS survey (Qualtrics), NPS data visualization, Airline on-time performance data	Workshop (2 hr)
Week 05	Machine Learning and Data Exploration for Customer Analytics	Lecture (1 hr)
Week 05	Hands-on for Data Exploration and Analytics	Workshop (2 hr)
Week 06	Classification and Churn Analytics	Lecture (1 hr)
Week 06	Hands-on for Churn Analytics (Telecommunication Data)	Workshop (2 hr)
Week 07	Text Analysis and Topic Modelling	Lecture (1 hr)
Week 07	Tokenization and stemming with Python, Sentiment Analysis with Python, Advanced Analysis with Python (PoS tagging, Name-Entity Recognition), Dictionary-based approach to text data (LIWC), Demo for Natural Language Processing (NLP)	Workshop (2 hr)
Week 08	Customer Basket Analytics	Lecture (1 hr)
Week 08	Hands-on practices on Customer Basket Analysis	Workshop (2 hr)
Week 09	Statistical Analysis	Lecture (1 hr)
Week 09	Hands-on practice for Statistical Analysis	Workshop (2 hr)
Week 10	Advanced Customer Analytics (Clustering)	Lecture (1 hr)
Week 10	Web Data Scrapping and Analysis, Segmentation/Clustering Methods	Workshop (2 hr)
Week 11	Social Network Analysis	Lecture (1 hr)
Week 11	Hands-on practices on Social Network Analysis	Workshop (2 hr)
Week 12	Course wrap-up	Lecture (1 hr)
Week 12	Final presentation (via Zoom)	Presentation (2 hr)

Attendance and class requirements

Lecture recordings: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University’s graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. understand the concepts and terminology of customer analytics and customer relationship management (CRM) and their role in the organisation
LO2. demonstrate knowledge and analytical skills useful for customer analytics and CRM
LO3. relate course material to critically analysing customer data and CRM-related business issues
LO4. develop your own insights into novel CRM problems and create innovative solutions that can be used to advance your own organisation's agenda
LO5. communicate your ideas and solutions effectively through written and verbal channels
LO6. participate in a team to research and produce a quality group outcome.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Closing the loop

No changes have been made since this unit was last offered.

Additional information

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Academic appeals process, special consideration, rules and guidelines, advice and support
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Learning Centre, faculty and school programs, Library, online resources
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Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Details

Enrolment rules

Teaching staff and contact details

Assessment

Assessment criteria

Late submission

Special consideration

Academic integrity

Weekly schedule

Attendance and class requirements

Study commitment

Learning outcomes

Graduate qualities

Outcome map

Closing the loop

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

MKTG6018: Customer Analytics and Relationship Management

Overview

Details

Enrolment rules

Teaching staff and contact details

Assessment

Assessment criteria

Late submission

Special consideration

Academic integrity

Weekly schedule

Attendance and class requirements

Study commitment

Learning outcomes

Graduate qualities

Outcome map

Closing the loop

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect