CRM Course Manual_New

8/13/2019 CRM Course Manual_New

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IILM Institute for Higher Education

Course Manual: Customer Relationship Management (CRM)

Academic Year: PGP 2011 201!

Industry sector Job Opportunity

The aim of the course is for students to

understand the importance of

managing customer relations. Keeping

customers satisfied and loyal is the aim

for all companies across industriesspecifically in the ser ice sector

!ood understanding of "ustomer

relationship management processes#

tools and s$ills has potential of

employment for the %o&s in ol ing

sales ' mar$eting# customerinterfacing roles such as "ustomer

ser ice# after sales support and

&usiness de elopment.


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1.Introduction to the Module and Module Objective

"he s#ecific aims of this module are that students should $e a$le to gras# the $asic

conce#ts of Customer %elationshi# Management& "he s#ecific aims are to understand:

"he meaning and definition of customer relationshi# management as 'ell as its

significance in current mar(et scenario&

)arious models for $uilding effecti*e customer relationshi#s&

)arious as#ects of im#lementing C%M strateg+ in organi,ations&

"o stud+ the C%M a##lications in Consumer and -usiness mar(ets and ho' it can $e

used to create *alue for customers&

Ho' to utili,e the information for $etter understanding of s#ecific customer

re.uirements

Ho' C%M is $eing used $+ com#anies across industries /retail hos#italit+ $an(ing

to increase #rofits and customer lo+alt+

"he gro'ing im#ortance of ocial C%M and ho' it can $e used as a $usinessintelligence tool

Measurement "ools li(e Customer Life "ime )alue and %3M&

Learning Outcomes

-+ the end of this module students should $e a$le to:

Ac.uire (no'ledge and conce#ts of the Customer %elationshi# Management&

-e e.ui##ed 'ith re.uisite techni.ues and s(ill sets to understand 4 a##l+ the

(no'ledge to Customer %elationshi# Management&

5e*elo# an understanding of recent de*elo#ments in Indian Consumers and the

continuous changes in the mar(eting scenario

6nderstand the conce#t of the customer lo+alt+ #+ramid7ladder

Calculate the customer lifetime *alue

6nderstand the a##lications of C%M across industries through the cases


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2.Introduction to the utors

2.1 !rea Chair " Prof& u8it engu#ta

Phone 9um$er : ;110Email I5 :su8it&sengu#ta>iilm&e du

2.2 Module Leader " Ms& hruti ?oll+

#mail I$ " shruti&8oll+>iilm&edu

2.% utors

&acult' ame #mail I$ Location

Ms& hruti ?oll+ hruti&8oll+>iilm&edu Lodhi %oad

Ms& mitha Giri8a smitha&giri8a>iilm&edu Lodhi %oad
mailto:[email protected]:[email protected]


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%.Module Overvie

C*+ OM#R R#L! IO +,I- M! ! #M#

Session Topic Readings/Cases

1

(hat is ")M* "oncept of )elationshipmar$eting. ")M "ourse +utline#,ssessment "riteria

"ustomer )elationship Management# , trategicerspecti e &y ! hainesh '/agdish heth #

"hapter 1

2

Mar$et i e of the ")M ndustry# Keylayers# ")M in ndia# )easons for the

gro3th of ")M# 4 olution of ")M

inno tudy and "ustomer )elationshipManagement# , trategic erspecti e &y !

hainesh '/agdish heth # "hapter 1 '2

6

"ustomer oyalty adder# Types of8onds# ero customer defection# Typesof efectors

"ustomer )elationship Management# , trategicerspecti e &y ! hainesh '/agdish heth #

"hapter 6

:

")M in 82" mar$ets; ")M in ser ices#ser ice reco ery and ")M in 828mar$ets; Key ,ccount Management#"ustomer Value Management

"ustomer )elationship Management# , trategicerspecti e &y ! hainesh ' /agdish heth #

"hapter 5 and


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=

")M and ales trategy# ales @orce,utomation

9 "ustomer atisfaction nde>

mpro ing "ompany erformance through"ustomer atisfaction Measurement andmanagement# @lanagan ' @rederic$s.

10 "ustomer atisfaction nde>

mpro ing "ompany erformance through"ustomer atisfaction Measurement andmanagement# @lanagan ' @rederic$s.

11AarrahBs "asino "ase tudy# ")M in theAospitality ndustry A8) "ase study# ecture slides and ideo

12 ")M through ocial Media lecture slides16 T Tools for ")M1: T Tools for ")M

15 Tesco "ase tudy# ")M in the )etail

ndustryecture slides # "M) "ase; C Tesco; The ")M

"hampionC

1< ")M in the Telecom ndustry

"aselet; C Vodafone !ains 99.99 ercent Dptime3ith ,lternate ")MC E ource; " +.comF#C"ustomer )elationship MagicC - ,irtel E" + (orld#,pril 200am

2: 4nd Term 4>am

/. Module Readings

/.1 Main e0ts

Customer %elationshi# Management A trategic Pers#ecti*e $+ G hainesh 4

?agdish 9 heth

"he Hand$oo( of @e+ Customer %elationshi# Management -urnett @en
http://www.socialmediaexaminer.com/what-is-social-crm/http://www.socialmediaexaminer.com/what-is-social-crm/


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"he same grou#s 'ill $e follo'ed for case anal+sis and discussion& "he su$mission dates

for #resentations and grou# #ro8ect 'ill $e communicated to students& An introduction to

the $asics of Customer %elations Management and the e*olution and rele*ance of thecourse 'ill $e discussed& "he session 'ill also focus u#on the non traditional com#etition

mar(et maturit+ and the im#ortance of C%M for $usiness to sur*i*e and thri*e& e 'ill tr+

to de*elo# a #ers#ecti*e among the students as to ho' C%M is stage ne t to traditional

mar(eting& "he students 'ill $e as(ed to $egin to note C%M a##lications in different

com#anies across *arious sectors and discuss in class in further sessions& tudents 'ill $e

as(ed to relate C%M 'ith real life e #eriences& Indian success stories 'ill $e discussed to

connect 'ith the conce#ts that 'ill discussed& A *ideo on ho' a##le manages its Customer

relationshi#s 'ill $e sho'n&

-roject" In this introductor+ session the course contents grou# #ro8ects assessment

criteria course e #ectations 'ill $e s#elled out&

Grou#s 'ill $e finali,ed for #ro8ect 'or( and case anal+sis&

"he su$mission dates for #resentations and grou# #ro8ect 'ill $e communicated to

students&

#ssential Reading" Customer %elationshi# Management A trategic Pers#ecti*e $+ G

hainesh 4 ?agdish 9 heth Cha#ter 1

Learning Outcome" 6nderstanding the significance of C%M and 'h+ is it im#ortant to

retain customers in toda+Fs com#etiti*e 'orld as 'ell as C%MFs *alue #ro#osition from a

$usiness #ers#ecti*e& "he session 'ill highlight the #o#ularit+ of C%M in mar(eting& "he

learning outcome also includes understanding the #ur#ose and e #ectations of the

module s #ro8ect&

6.27+ession 2 8 #volution and $evelopment O CRM CRM Mar9et +i:e and CRM in India

6nderstanding %elationshi# Mar(eting and its origins in Mar(et %esearch -2- transactions

Material %esource Planning ales force automation etc& Anal+,ing the rele*ance of C%M in

toda+Fs scenario 'here high .ualit+ com#etitors and #roducts e ist and customers are 'ell

a'are and ma(e informed choices& An o*er*ie' of the C%M industr+ the mar(et si,e (e+


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#la+ers& "he C%M industr+ India the #erce#tions and reasons of M- #la+ers for ado#ting

C%M solutions&

#ssential Reading" Customer %elationshi# Management A trategic Pers#ecti*e $+ Ghainesh 4 ?agdish 9 heth Cha#ter 2 Pages 1= 2;& Binno* stud+ on C%M

Learning Outcomes" 6nderstanding the roots of %elationshi# Management and C%M has

$ecome a tool of differentiation& "he+ 'ill also understand the *arious school of thought

and $enefits of relationshi# management&

6.%7+ession % 7 ;uilding Customer Relationships

"he #rocess of relationshi# management 'ill $e discussed& "his 'ill $e follo'ed $+ the

Lo+alt+ ladder and ho' a customer can $e con*erted from #ros#ect to customer7client

and finall+ #artner& A case let on ho' -M con*erts #ros#ects into customers 'ill $e

discussed& -onding for customer relationshi# at four le*els: financial social customisation

and structural $onds 'ill $e discussed& "he conce#ts of ,ero customer defection and C%M

frame'or( 'ill also $e introduced& In this session 'e shall ta(e a loo( at the model of

Customer er*ice7sales Profile& "he session 'ill discuss the three le*els of sales and

ser*ices& It 'ill also introduce the sha#e of customer ser*ice7sales #rofile 'hich could $e#+ramid hourglass or he agonal in sha#e&


hainesh 4 ?agdish 9 heth Cha#ter !& Customer relationshi# management $+ @ristin

Anderson and Carol @err Cha#ter 2 ! Page 1< 2 Page !0 D

Case7let $iscussion" -M turns Pros#ects into Customers

Learning Outcomes" 6nderstanding ho' relationshi# management can $e *ie'ed as a

#rocess as e*er+ relationshi# has a time dimensions& "he ladder of lo+alt+ 'ill increase

their (no'ledge on ho' customers can $e con*erted from mere #ros#ects& Bero defection

'ill hel# understand im#act of %elationshi# management on long term #rofita$ilit+& "he

students 'ill $e made a'are of models and conce#ts of customer ser*ice #rofiles and

understand 'hat (ind of customer relationshi#s 'e are tr+ing to create


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6./7+ession / 8 CRM in a ;2C and ;2; environment

"his session 'ill sensiti,e the students to'ards C%M 'hen a##lied in a -2C en*ironment&

tudents 'ill $e made a'are of the ser*ice and #roduct .ualit+ themes of C%M& Cost oflosing a customer and managing defections from them 'ill also $e anal+,ed& "he students

'ill $e introduced to $asic characteristics of a $usiness mar(et& "his 'ould include

mar(et structure demand #attern nature of $u+ing unit decision #rocess and t+#es of

decisions $u+ing situations #artici#ants in $u+ing #rocess and $u+ing #rocess& "he

conce#t of (e+ accounts manager 'ill $e discussed& i stages of the @AM model 'ill $e

discussed&


hainesh 4 ?agdish 9 heth Cha#ter Pages =2 ;< and Cha#ter = Pages ;; ;

Learning Outcomes" Learning Outcomes" tudents 'ill understand the difference

$et'een -2- and -2C models of $usiness& "he+ 'ill understand ho' Customer Intelligence

'or(s differentl+ for $oth& "he @AM model 'ill hel# e amine sources of com#etiti*e

ad*antage and characteri,ing managerial $eha*ior&

6.67+ession 6 7 #conomics o CRM

"he session discusses the conce#t of customer life time *alue the rele*ance for

calculating this *alue to segment customers& "he session 'ould in*ol*e e am#les of

calculating customer life time *alue across different *erticals&

#ssential Reading" Customer %elationshi# Management %oger ?& -aran %o$ert ?& Gal(a

5aniel P& trun( Cha#ter 12 and Customer %elationshi# Management A trategic

Pers#ecti*e $+ G hainesh 4 ?agdish 9 heth Cha#ter D Pages DD ;

Learning Outcomes" tudents 'ill learn a$out ho' customers can $e segmented $ased on

the future forecasts of the #rofits generated $+ them& "his gi*es insights a$out the

customers the $usiness cannot afford to lose and the customers that the $usiness should

not s#end resources on&

6.


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"his session discusses %3M anal+sis as a mar(eting techni.ue& E am#les of calculating %3M

for different customers 'ill $e discussed& "he ad*antages and limitations of this techni.ue

'ill $e anal+,ed&

#ssential Reading" Customer %elationshi# Management %oger ?& -aran %o$ert ?& Gal(a

5aniel P& trun( Cha#ter 12 and lecture slides

Learning Outcomes" tudents 'ill learn a ne' techni.ue 'hich can $e used to segment

customers and anal+,e customer $eha*ior

6.=7+ession =7 Contact Centres or CRM and Customer Intelligence athering

"he session starts 'ith the discussion on role of contact centers on managing customer

relationshi#s and gathering customer intelligence& 3urther the com#onents of a contact

center 'ill $e discussed& "he students 'ill also $e ad*ised on the economies of contact

centers& "he session 'ill end 'ith a discussion on the gamut of ser*ices $+ contactcenters&


hainesh 4 ?agdish 9 heth Cha#ter #ages 1DD 1=< and "he C%M Hand$oo( $+ ?ill

5+che Cha#ter ! Cha#ter

Learning Outcomes" tudents 'ill learn the significance of effecti*e and em#o'ered

com#an+ re#resentati*es and state of art communication7information technologies in

contact centers& "he 'ill also de*elo# an understanding on the t+#es of ser*ices that can

$e #ro*ided $+ such contact centers&

6.>7+ession >7 CRM and +ales +trateg'

C%M has changed from $eing a focused a##lication to a enter#rise 'ide $usiness initiati*e

'hich has its initial $eginning in the ales 3orce Automation and in this session 'e shall

stud+ in#uts of *arious customer focused #ro8ects in mar(eting and customer su##ort act

as an in#ut into an 3A #ro8ectssential Reading" "he C%M Hand$oo( $+ ?ill 5+che Cha#ter D #ages 102 12!


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Learning Outcomes" tudents 'ill learn the conce#t of ales 3orce Automation and the

significance of in#uts from sales force in getting customer intelligence&

6.?7+ession ?7 1@7 Customer +atis action Inde0

rganisations must meet the needs of their sta(eholders& 3or most organisations

customers form the #rimar+ sta(eholder grou#& 6nless their re.uirements are met the

needs of shareholders em#lo+ees and other sta(eholders 'ill e*entuall+ $ecome

irrele*ant& Customer *alue #erce#tions are $est assessed $+ means of customer

satisfaction sur*e+s& "he students 'ill $e e #osed to the different 'a+s of conducting

satisfaction sur*e+s and also to measure the satisfaction inde &Learning Outcomes"

tudents 'ill $e a$le to understand the im#ortance of understanding different t+#es of

customer #erce#tion& "he 'ill also $e sensiti,ed ho' to use the inde to #lan the

strategies for future&

6.117+ession 117 ,arrahAs Casino Case +tud'

Case +tud'7 HarrahFs Entertainment Inc: %eal "ime C%M in a er*ice u##l+ Chain

Case 5iscussion: "he case gi*es a detailed account of customer relationshi# management

/C%M initiati*es #ursued $+ Harrah s Entertainment Incor#orated a leading casino

entertainment com#an+ in the 6 & It e #lains the *arious elements of Harrah s C%M

strateg+ and ho' each element contri$uted to the o*erall success of the strateg+& "he

case descri$es the "otal Gold customer lo+alt+ #rogram and e #lains ho' it e*ol*ed into a

"otal %e'ards #rogram that hel#ed Harrah s 'in the lo+alt+ of its customers&

Learning Outcomes"

tudents 'ill understand the im#ortance of customer focus and relationshi#

$uilding in a successful C%M #rogram&

E amine the im#ortance of ca#turing and using customer information in a C%Minitiati*e


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tud+ and anal+,e the role #la+ed $+ lo+alt+ #rograms in de*elo#ing and nurturing

customer relationshi#s

6nderstand the role #la+ed $+ I" in a C%M initiati*e&

6.127+ession 128 +ocial CRM

"he session discusses the gro'ing im#ortance of social media 'e$sites li(e 3ace$oo(

#ages t'itter and communities as a tool for consumer insights& 6nderstanding social C%M

and ho' it is $ecoming im#erati*e for com#anies to ado#t&

Learning Outcome"Ho' social media can $e used effecti*el+ to attract customers create a'areness and gain

insights a$out consumer $eha*ior&

6.1% 1/7+ession 1% and 1/ 8 I ools or CRM

"he success of an+ C%M initiati*e de#ends on the choice of the tools for C%M& hat should

$e the ca#a$ilit+ of the C%M s+stemJ hould 'e $u+ a #ro#riet+ soft'are or 'ould an o#en

source solution 'or( 'ellJ Can I ha*e good C%M s+stem 'hile (ee#ing m+ e #enses do'nJ

hat does 5atamining mean is it of an+ rele*ance to m+ organi,ationJ "hese are 8ust

some of the man+ .uestions that #lague a #racticing manager& "his session aims to gi*e an

o*er*ie' of the t+#es of C%M s+stems ma8or C%M *endors and *arious other issues aiming

at im#ro*ing the #re#aredness of the organi,ation&

6.167+ession 168 esco" he CRM Champion

Case $iscussion" "he case descri$es the customer relationshi# management /C%M

initiati*es underta(en $+ "esco the num$er one retailing com#an+ in the 6nited @ingdom

/6@ since the mid 1 0s& "he com#an+ s gro'th and its numerous customer ser*ice

efforts are discussed& "he case then studies the lo+alt+ card scheme launched $+ the

com#an+ in 1 &

It e amines ho' the data generated through this scheme 'as used to modif+ the

com#an+ s mar(eting strategies and e #lores the role #la+ed $+ the scheme in ma(ing

"esco the mar(et leader& "he case also ta(es a loo( at the *arious other 'a+s in 'hich"esco tried to offer its customers the $est #ossi$le ser*ice& 3inall+ the com#an+ s future


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#ros#ects are commented on in light of changing mar(et d+namics the com#an+ s ne'

strategic game #lan and criticism of lo+alt+ card schemes&

#ssential Reading" "esco: "he C%M Cham#ion /ICM% Case tud+

Learning Outcome"

"he students 'ill learn ho' customer data collected through *arious channels can $e used

to customi,e offerings and discounts in retail& "he case also thro's light on ho' to

manage lo+alt+ schemes effecti*el+&

6.1


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Learning Outcomes" "he students 'ill learn ho' des#ite the cost and ris( the

uncertaint+ and the noise C%M is *alua$le *ia$le and real& "he+ 'ill also understand ho'

gathering customer intelligence ma(es a ma8or com#etiti*e differentiator and ho'enter#rise 'ide C%M strateg+ is a $usiness im#erati*e&

6.1>7 Outsourcing o CRM &unctions

"his session 'ill discuss the main considerations that are ta(en into account $efore

outsourcing& 5oes it ma(e sense to outsource all C%M functions or onl+ some

functions&

Learning Outcomes" "he students 'ill learn to anal+tical *ie' different $usiness scenarios

and do a cost $enefit anal+sis as 'ell as anal+,e from a strategic #ers#ecti*e the #ros andcons of outsourcing&

6.1?7+ession 1?" -rivac' and #thics Considerations. Managing and +haring

Customer $ata

"his session 'ill discuss the *arious considerations and legal im#lications the

com#anies ha*e to consider 'hile using and sharing the data collected a$out the

consumers& Ho' data sharing can #ut customer lo+alt+ at sta(e&

#ssential Reading" Customer %elationshi# Management %oger ?& -aran %o$ert ?& Gal(a5aniel P& trun( Cha#ter 1! and Customer relationshi# management $+ @ristin Andersonand Carol @err Cha#ter

Learning Outcome" After the end of this session students 'ill understand the *arious

#ri*ac+ concerns of consumers and the ste#s ta(en $+ organi,ations to maintain

confidentialit+ a$out the information collected on customers&

6.2@ 7 +ession 2@" roup -resentations

6.2@7+ession 21 and 22" !nal'tical CRM ( uest Lecture)

"his session 'ill tell students a$out the $ac( office or strategic C%M 'hich in*ol*es

data storage data mining and $usiness intelligence to anal+,e customer #urchase

$eha*ior&


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A2: Grou# Assignment7 Pro8ect

A!: #en -oo( E amination

AD: Close -oo( E amination

A : Grou# Presentation

he irst component7 Attendance /'eighted 10K tudents 'ill lose out on mar(s in case

the+ do not attend a class& ! mar(s out of the 10 are for the attendance at the guest

lecture

he second component7 Case 'riteu# /'eighted 2 K "he students are re.uired tosu$mit a 'rite u# ans'ering .uestions to a case

he third component /'eighted 2 K is grou# 'or( for a #resentation on the selected

industr+&

3eed$ac( on *arious com#onents of the #ro8ect 'ill $e #ro*ided $+ the instructor in the

form of comments orall+ for the #resentation&

he ourth component End term E amination /'eighted D0K 'ill ta(e #lace at the

end of the term& It 'ill assess the students o*erall com#rehension of the module $oth intheor+ and a##lication& "he e am 'ill $e a closed $oo( one&

Industr+ s#ecific 5etailed #ro8ect guidelines are a*aila$le as anne ure&

!++#++M# !+B I &ORM! IO

!ssessment as9 5eight age ( )Attendance 10Case rite 6# 2Grou# Industr+ Presentation 2End "erm E amination D0

Project Details

tudents 'ill $e di*ided into teams of = mem$ers


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Each team 'ill need to select an industr+ /Airlines Hos#italit+ "elecom -an(ing

%etail etc

"he #resentation 'ould com#rise on the follo'ing:

o "he *arious customer touch7contact #oints in these sectors /online7call

centers7 ser*ice centers7'e$sites7 sales and mar(eting #ersonnel

o @ind of C%M are Indian com#anies in this industr+ using

o E crm7 social C%M techni.ues ado#ted and im#lemented

o 5ata mining7 anal+tic techni.ues used $+ these com#anies

o Ethics and confidentialit+ conduct follo'ed

o Lo+alt+ Programs ado#ted in the industr+

INDUSTRY PRESENTATION RUBRICS

S No Criteria Marks

1 Content of the case being presented (group marks) 15

2 The quality of PPT slides prepared (group marks) 5

3 The quality of deli ery of student (indi idual marks) 5

!or a group to get marks"grades the rubrics (mentioned at the end) ha e to be follo#ed by the facultyconcerned ery stringently$

S No Criteria Marks Grade

1 Content of the report s !"itted

The content is ery alid% clearly understood by theassessor% the #ords & terms used are true to managementand the sub'ect concerned% and the language used iscorrect

13 15 *cellent

The content is alid% clearly understood by the assessor%the #ords & terms used may be slightly improper andinadequate% and the language is correct

+ 12 ,ery -ood

The content is alid% clearly understood by the assessor%the #ords & terms used may be slightly inadequate and 5 . -ood


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the language is improper

The content is alid% understood by the assessor% but

management terms are not used properly% language isimproper

1 / 0 erage

rrele ant content nsatisfactory

# The presentation Marks Grades

The presentation is isually appealing and does not ha eany formatting errors4 The team presenting is clear onconcepts and has e*cellent and articulate communicationskills and presents in a structured manner

. 1 *cellent

The presentation is #ell formatted and isually appealing4The team presenting is clear on concepts and has articulatecommunication skills and presents in a structured manner

5 -ood

The presentation is not structured and the team presentingis not ery clear on concepts4 The presentation hasformatting and spelling errors

2 / 0 erage

The presentation lacks structure and the team presenting is

not clear on concepts4 The presentation has formatting andspelling errors4

1 nsatisfactory

C!+# 5RI # *- !++#++M# R*;RIC+

S No Criteria Marks

1 Content of the report submitted 15

2 The presentation of the report 1

!or a student to get marks"grades the follo#ing rubrics ha e to be follo#ed by the faculty concerned erystringentlyS No Criteria Marks Grade

1 Content of the report s !"itted


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The content is ery alid% clearly understood by theassessor% the #ords & terms used are true to managementand the sub'ect concerned% and the language used iscorrect

13 15 *cellent

The content is alid% clearly understood by the assessor%the #ords & terms used may be slightly improper andinadequate% and the language is correct

+ 12 ,ery -ood

The content is alid% clearly understood by the assessor%the #ords & terms used may be slightly inadequate andthe language is improper

5 . -ood

The content is alid% understood by the assessor% butmanagement terms are not used properly% language isimproper

1 / 0 erage

rrele ant content nsatisfactory

# The presentation of the report Marks Grades

The report is presented in proper format as mentionedabo e% and co ers all aspects mentioned by assessor#ithout any spelling and language errors

+ 1 *cellent

The report is presented in proper format as mentionedabo e% and co ers all aspects mentioned by assessor #ithspelling and language errors

. ,ery -ood

The report is presented in proper format as mentionedabo e% and co ers fe# aspects mentioned by assessor#ithout spelling and language errors

5 6 -ood

The report is presented in proper format as mentioned

abo e% and co ers fe# aspects mentioned by assessor#ith spelling and language errors

3 / 0 erage

The report is presented #ith fe# aspects missing and is#rongly put together

1 2 nsatisfactory

RUBRICS Close book *amination (case based)


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Criteria for assessin$ e%er& ' estion atte"pted Marks Grade

The content is ery alid% clearly understood by the assessor% the

#ords & terms used are true to management and the sub'ectconcerned% and the language used is correct

7.58 *cellent

The content is alid% clearly understood by the assessor% the #ords& terms used may be slightly improper and inadequate% and thelanguage is correct

9 .58 ,ery -ood

The content is alid% clearly understood by the assessor% the #ords& terms used may be slightly inadequate and the language isimproper

51 6+8 -ood

The content is alid% understood by the assessor% but managementterms are not used properly% language is improper

/ 9 5 8 0 erage

Content of ans#er may not be really rele ant to the questionattempted

: / 8 nsatisfactory

( TEAC)ING MAP*

Mod +e T1 T# T, T- T. T/CRM 0 0 0 0

T1* ;ectures

T#*


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L1: An understanding of organi,ations their e ternal conte t and their management&

L2: An a'areness of current issues in $usiness 4 management 'hich is informed $+research 4 #ractice in the field&

L!: An understanding of a##ro#riate techni.ues sufficient to allo' in*estigation intorele*ant $usiness 4 management issues&

LD: "he a$ilit+ to ac.uire 4 anal+,e data and information&

L : "he a$ilit+ to a##l+ rele*ant (no'ledge to #ractical situation&

L=: "he a$ilit+ to 'or( 4 lead effecti*el+ in a team $ased en*ironment&

L

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