Florida Atlantic University

Florida Atlantic University has implemented a system of CRM. Mickey Maros, the Executive Director of Executive Education responsible for the implementation of the programme claim the following:

“Our data resided in a number of different custom and off-the-shelf programs. We relied on excel spreadsheets and the procedure for getting visibility in the student recruiting and admissions activities across numerous programs was cumbersome and time-consuming. These greatly limited our ability to aggregate information and apply this knowledge in order to better serve student requirements”.

The CRM solution has been applied to drive the compulsory enhancements and tie together vital front-end functions such as marketing, recruitment, admissions and enrolment. The company has also made it a priority to enhance internal efficiencies and optimize existing business processes so that staffs in various departments can perform their jobs without focusing on the administrative function.

The new system will also help administrators and faculty members to reorganize their administrative resources.

Answer the following problems with appropriate instances:

problem1. prepare a memorandum to the Director of Florida University describing the concept of Relationship Marketing and its significance for sustainability.

problem2. What are the advantages of CRM outlined in Case Study? What are the requirements for the success of such system?

problem3. Discuss and describe the role of Technology in enhancing the relationship building process.

problem4. Make five specific suggestions to Florida University regarding CRM and relationship building from what you have learned from your course.