1. Microsoft Dynamics  Academic Alliance The Impact of Video Clip Instruction on Understanding Customer Relationship Management (CRM) Software for Brand Management Dr. Faye J. Kao Assistant Professor of Marketing Eastern Michigan University Dr. Kuo Lane Chen Associate Professor of Computer Science University of Southern Mississippi Dr. Huei Lee * Professor of CIS & SCM Eastern Michigan University

2. Microsoft Dynamics  Academic Alliance Introduction While CRM software is important for sales automation, marketing analysis, and brand management, universities are slowly adopting the CRM in the curriculum. Many instructional methods have been proposed for learning ERP or CRM systems: –simulation game (Leger, 2006), –case study (Cannon et al., 2004), and –video clips instructions There are only a few studies discussing the empirical results of these instructional methods. The purpose of this paper is to investigate the impact of video clips instructions on the usefulness of CRM software on brand management.

3. Microsoft Dynamics  Academic Alliance Brand Management Brand Awareness Marketing Process Control Promotion

4. Microsoft Dynamics  Academic Alliance Main Menu for Dynamics CRM Main menu

5. Microsoft Dynamics  Academic Alliance Video Provided by Microsoft Dynamics CRM Sales automations (http://crm.dynamics.com/demos/salesau tomation/default.html)http://crm.dynamics.com/demos/salesau tomation/default.html Customer Services (http://crm.dynamics.com/demos/custom erservice/default.html).http://crm.dynamics.com/demos/custom erservice/default.html Social medial and CRM (http://www.ignify.com/dynamics_CRM_S ocial_Media_accelerator.html)http://www.ignify.com/dynamics_CRM_S ocial_Media_accelerator.html

6. Microsoft Dynamics  Academic Alliance Dashboards - bring important data from different areas of your business into a single screen. Use dashboards to get a quick insight into important aspects of your business, (i.e. day-to- day activities of team members, team goals, and sales performance, from one place instead of going to different areas of Microsoft Dynamics CRM to find the details.) Dashboard

7. Microsoft Dynamics  Academic Alliance Microsoft Dynamics CRM -Dashboard

8. Microsoft Dynamics  Academic Alliance Video 1: Instant Messengers to Get Approval from the Upper Manager

9. Microsoft Dynamics  Academic Alliance Hypotheses Hypothesis 1.1: Showing the video clip increases students’ perception of ease to learn Microsoft CRM software. Hypothesis 1.2: Showing the video clip increases students’ understanding of Microsoft CRM software’s effect on brand management. Hypothesis 2: Students’ major will influence their evaluation about Microsoft CRM software’s effectiveness in brand management. More precisely, students of business related major will better appreciate the software’s effect on brand management than non-business major students.

10. Microsoft Dynamics  Academic Alliance Data Collection Student samples were collected from two universities in Michigan and in Mississippi. After eliminating non-response samples 336 samples were subjected to data analysis. 173 were male and 163 were female. 169 were business major and 167 were non-business major. 8 measurement items were created to measure different aspects in brand management. And, three items were created to measure the overall evaluation of Microsoft CRM software ease of use. These eight items measuring different aspects of brand management are shown in Table 1.

11. Microsoft Dynamics  Academic Alliance Ease Of usageNMean Microsoft Dynamics CRM Online is easy to use. Without1094.84 With video2274.94 Microsoft Dynamics CRM Online can enhance my learning experience in the classroom. Without1095.13 With video2265.15 Overall speaking, I find Microsoft Dynamics CRM Online interesting to use. Without1095.17 With video2265.19

12. Microsoft Dynamics  Academic Alliance Effect on Brand ManagementNMean Microsoft Dynamics CRM Online is valuable for competitive analysis. Without1095.22 With video2275.31 Microsoft Dynamics CRM Online is valuable for sales managers to management clients ’ information. Without1095.55 With video2275.50 Microsoft Dynamics CRM Online is a valuable software for brand management in general. Without1095.27 With video2275.23 Microsoft Dynamics CRM Online is helpful for managers to develop a good relationship with their clients. Without1095.24 With video2275.35 Microsoft Dynamics CRM Online is valuable for brand image management. Without1095.12 With video2275.11 Microsoft Dynamics CRM Online is valuable for product management. Without1095.19 With video2275.38 Microsoft Dynamics CRM Online is valuable for making pricing decision. Without1095.17 With video2275.13 Microsoft Dynamics CRM Online is valuable for making promotion decision. Without1095.45 With video2275.19

13. Microsoft Dynamics  Academic Alliance Survey Results of Perceived Ease of Use by Business Major vs. Non-business Major NMean Microsoft Dynamics CRM Online is valuable for competitive analysis. Non-Business1675.12* Business1695.44* Microsoft Dynamics CRM Online is valuable for sales managers to management clients ’ information. Non-Business1675.31* Business1695.73* Microsoft Dynamics CRM Online is a valuable software for brand management in general. Non-Business1675.20 Business1695.28 Microsoft Dynamics CRM Online is helpful for managers to develop a good relationship with their clients. Non-Business1675.20 Business1695.43 Microsoft Dynamics CRM Online is valuable for brand image management. Non-Business1675.14 Business1695.09 Microsoft Dynamics CRM Online is valuable for product management. Non-Business1675.30 Business1695.34 Microsoft Dynamics CRM Online is valuable for making pricing decision. Non-Business1675.07 Business1695.22 Microsoft Dynamics CRM Online is valuable for making promotion decision. Non-Business1675.14 Business1695.41

14. Microsoft Dynamics  Academic Alliance Brand Management, CRM, and BI

15. Microsoft Dynamics  Academic Alliance Offer brought to you by [Insert Company Name.] [Insert Offer Terms and Conditions.] [Insert Partner Copyright Notice and Trademark Notice.] © 2011 Microsoft Corporation. All rights reserved. Microsoft, Microsoft Dynamics, and the Microsoft Dynamics logo are trademarks of the Microsoft group of companies. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED, OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.