Title

Integrating ERP and CRM into the University Curriculum with Microsoft Dynamics AX and CRM

Document Type

Conference Proceeding

Publication Date

5-2015

Publication Title

Proceedings of the Academy of Marketing Science Annual Conference

DOI

10.1007/978-3-319-26647-3_13

ISBN

978-3-319-26647-3

ISSN

2363-6173

Abstract

The authors are currently developing integrated ERP and CRM courses based on the Microsoft Dynamics platform (chosen in part because the authors’ institution has a pre-existing membership in the Dynamics Academic Alliance). Students will co-register in both ERP and CRM with projects, assessments, and instructors flowing between courses to provide truly integrated content. Both employers and scholars call for greater curricular integration in business. Students will benefit from the integrated CRM/ERP courses by using multiple framing to address business issues, a practice shown to have positive impact on learning outcomes. Extant literature suggests that discipline-specific, content-centric learning outcomes from integrated curricula are as good as or better than those of conventionally delivered content. Measures of selected learning outcomes will compare students in the team-taught, integrated courses to student performance on equivalent measures in other upper-division business courses.

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