UNIVERSITI TEKNOLOGI MALAYSIA

SHAF 4023 – CUSTOMER RELATIONSHIP MANAGEMENT

LECTURER: DR. THOO AI CHIN

REQUIREMENTS FOR GROUP PROJECT

Total Marks: 30%

Marks – 30% (Virtual Run + Video)

Virtual running works exactly the same as any other type of running but the difference is that the
entered race can be run at any location, at any pace, inside on a treadmill or outside in another
country.

A) Group Project (Virtual Run)

Each section is required to:
 Organize a virtual run for a selected theme from 28 March 2021 to 31 May 2021.
 The virtual run is free of charge.
 The virtual run should engage with online community.
 Define the online community by 31 March 2021.
 A minimum of three (3) stakeholders’ involvement (i.e. Government Agencies, Industries, Civil
Society, NGOs, Learning Institutions, etc.).
o Provide evidence that the community consider the programme relevant and needed.
o Provide a formal university-community cooperation agreement.
 The participants exhibit the expected changes based on the objectives of the programme such as
change of attitude or increment of knowledge / skills or aspirations.
 The programme area of expertise includes:
o Environmental Development
o Health
o Entrepreneurial
o Education
o Sports and Recreation
o Social Welfare

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 Focus Area includes:
o Social Entrepreneurship
o Improving Livelihood
o Education Enhancement
 Submit a poster design to promote the virtual run in UTM e-learning before 4 April 2021,
23:59pm.
 Apply the five key phases of CRM implementation for the virtual race and focus on branding,
marketing and customer fulfilment.
 Attract minimum 50 participants for the virtual run.
 Target 300 community members to measure community responses before and after for the
expected changes based on the objectives of the programme. Need to identify the contact details
for data collection.
 Collect feedback from committee members.
 Analyse the feedback forms and surveys from community, and submit the findings through e-
learning UTM before 10 June 2021, 23:59pm.
 Submit pictures and video through e-learning UTM before 10 June 2021, 23:59pm.
 Submit reflection from each committee members not more than 100 words and compile by group
leader through e-learning UTM before 10 June 2021, 23:59pm.

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See Appendix A for project management rubric – 20%
Guidelines for a Successful Virtual Race
https://runsignup.com/Race/GoVirtual/Page/planning
o Standing Out - there are a lot of virtual races out there. How are you going to entice
people to sign up for your virtual race? Think about it - virtual runners are running on their
own, so what is your plan to incentivize runners to spend money on your virtual race
before they head out to run on their own?
o Virtual Race Timeline - when does your virtual race take place? Is it one specific
day/week/month or is it open-ended?
 Race Wizard - when you set up your virtual race, make sure to set the event end
date (Step 1 of the race wizard) to make it clear when your virtual event begins and
ends. These dates will show on the race page and event tiles.
o Virtual Race Distance - Virtual runners like to feel a sense of accomplishment before
they celebrate with their bling. In most cases, they like to sign up to complete a specific
distance. With that in mind, a 5KM is too long for some people and way too short for
others. How do you include everyone?
 Give Your Runners Options - you can set up different events and distances in the
race wizard, this will allow runners to choose their distance and know what they
are committing to.
 Splitting up the distance - let people split up the distance into multiple days
and/or walk it (yes, you will get this question). A brand new runner might need to
split a 5KM into 3 different runs, while an experienced runner might want to sign
up for a 150 Mile challenge to keep them motivated for the month. It helps to let
your runners know that they can complete the distance however they like, no
matter how long it takes them.
o Promotion and Marketing: What are your plans for marketing your virtual race? Email
Marketing, Facebook Ads, Google Adwords, Referral program, ambassadors? Put a plan,
and a budget, in place to help make your virtual race successful.
o Runner Communication and Motivation:
 Before Registration: Virtual runs are growing, but they are still a relatively new
concept. This means many runners haven't completed a virtual run before and some
don't understand how it works. Use the race description and incomplete registration

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 emails to explain what a virtual race is, how they can complete it, what they will
receive, and when they will receive it.
 Leading Up To Race Day: It never hurts to send motivational training tips and
tricks to your runners. Virtual runners are usually signing up to celebrate an event
or to stay motivated - you can help them stay motivated. Who knows? They might
be so motivated that they refer lots of friends.
 Post Event: Send an email or post on social media to THANK YOUR RUNNERS
for supporting your race and your cause. It's such an easy thing to do and really
goes a long way.
o Shipping Timelines: Virtual runners want to know when they will receive their gear. If
you are shipping in continuous multiple batches, make it clear when they should expect to
receive their gear. If you are shipping everything in one large batch, make it clear when
what the shipping date is. You should view virtual races as e-commerce - when you buy
something, you want to know when you will receive it (Applicable for lucky winners who
have completed their run and uploaded the running evidence).
o Race Day Experience & Results - If you are hosting a virtual race that takes place during
a set time frame, what is your plan for race day or race week?
 Race Day Experience for Virtual Events - If you want to create an interactive
experience for your virtual runners and you work with a Race Day Certified timer,
you can use RaceDay Experience for Virtual Events.
 Facebook Live Kickoff -. If you are planning for that, publicize it so runners can
tune in and join the community. People get really excited about seeing other
humans these days.
 Results Posting - Are you accepting results for your race? You can set up a
Google form for people to input their race results. Many virtual races will make
results posting optional, but whatever you decide - make sure that it is clearly
communicated to runners on your race page and in the confirmation email.

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Appendix A – 20%

EVALUATION FORM FOR IMPLEMENTING A SUCCESSFUL VIRTUAL RUN

CRITERIA POOR FAIR AVERAGE GOOD EXEPTIONAL

EVENT MANAGEMENT
1. Set a theme for the virtual run that 1 2 3 4 5
relates to programme vision,
mission, and purpose; Articulate
goals to entire group
2. Create a poster design of virtual 1 2 3 4 5
run that is eye-catching and
informative
3. Attract minimum 50 participants 1 2 3 4 5
4. Determine, procure, optimize all 1 2 3 4 5
resources (human, material, and
financial) needed
5. Measure community responses 1 2 3 4 5
before and after for the expected
changes
6. Define and appraise tasks (specific 1 2 3 4 5
component within steps). E.g. Use
various social media platforms to
promote the virtual run
7. Follow timeline with time left for 1 2 3 4 5
unplanned issues
8. The 300 participants exhibit the 1 2 3 4 5
expected changes based on the
objectives of the programme
9. Engage with minimum 3 1 2 3 4 5
stakeholders with evidence
10. Meet all the required submission 1 2 3 4 5
deadlines.
TOTAL

COMMENTS:

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B) Each Section to Create a Video for Virtual Run for 2 minutes (10%)
 Submission through e-learning UTM before 10 June 2021, before 23:59pm
 The design of video should highlight the objectives, activities, innovativeness of the project,
impacts to students’ learning and community. The video should be attractive and informative in
terms of charts, pictures, images, drawings, graphs etc. The video will be assessed in appearance
and content (See Appendix B).
 The video should have photos and videos of participants for those who have successfully
completed the virtual run. Reflection from the online community members are required in the
video.

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Appendix B
VIDEO EVALUATION FORM
CRITERIA POOR FAIR AVERAGE GOOD EXEPTIONAL
APPEARANCE
1. The video is aesthetically pleasing. 1 2 3 4 5
2. The display free of unnecessary 1 2 3 4 5
details.
3. Appropriate use of white space (i.e. 1 2 3 4 5
crowded, sparse or adequate).
4. The text and images are visible and 1 2 3 4 5
clear.
5. Creativity, originality and artistic 1 2 3 4 5
quality.
TOTAL
CONTENT
1. The title/objective clearly stated. 1 2 3 4 5
2. The content is clear and easy to 1 2 3 4 5
understand.
3. The information relevant to the 1 2 3 4 5
event.
4. The audience can grasp the intent 1 2 3 4 5
of the video without verbal
explanations.
5. The video has excellent spelling, 1 2 3 4 5
grammar and punctuations.
TOTAL

COMMENTS: