Pls help asap

2. List the ways diversity manifested itself at HEC Montreal (for example, academic programs, student body, and/or services).

3. Why is the CRM project of strategic importance to HEC Montreal?

4. Name three key benefits that HEC Montreal could hope to achieve with the CRM implementation.

Your response may be in either narrative style or listing and answering the questions in sequence. In either case, the response should be posted as a word document of 600-900 words.

A changing market in the higher education sector Since the early 2010 s, the higher education sector had felt growing pressure to keep up with changing labour market trends and learner expectations: - A more precarious economic outlook in many Western countries had created a more fragile labour market, where the loyalty of employers and employees was declining. Professionals had to navigate a complex labour market, where the skills they acquired as undergraduates might not last them their entire career. 6 They were thus expected to update their skills as they simultaneously balanced their work and family lives. - Globalization had increased the mobility of workers and students, leading to a surge in the number of business schools 7 as well as a strong increase in exchange programs and international admissions, especially at business schools. registered in eccific proyams, was being reinvected with the ememence of online lexcuing skill oei by iakine corres for free or for a numenal fee io eam 2 etifisale of wupletion. their schools. Alriomeh emzils were still widely nsed, a growing mumber of stndents chanels thas enabled moe dece dialogee between porticipants. and mainain snoee relationships with pecepectio eareat, and post stadeats. To that ead, moy challenaes with their cusioener bese. HEC Montreal in 2012, A French-speaking business schood in a changing eavironmebt wns the largest Fre-ch-senling business sehood in North Americk 2 Ir was loeated in the henct of school achered io frve core vahes ripour, relevance, boltess, respect, and commitment, and its inisaion 3 smed rher: courirary. deeree of aroonely in rerms of its strone gF and operatioes. In 1996 , the erowine school unuenared consewinoe ot a thud building in downown Montreal. An In-depech look on ley tacts and figres showeasing the diresity thar chumcterized HEC Uoundal is towmal in Fvhibit 2 Funding in Quchec's higher edlecation secme The Minisice de I'Edurwocn ef de I'Enseipnement Srperien du Quibee (Quebe's binidry of Educonony wes respoesible for timang institutions of higher educonon, "inclivang HEC Monndel. msthematical formula rather than by market forces. The school was noe free to decide on trinion to ensure that edocation remniled zosessible to all, it cond create difficntis durina coouomic thwntanes or whan anivarsitiex retiuestad fee incressex to desil with highar cegenting ensts. The student lilecycle at HEC. Montral To suppert its openticess ici a teneling institution, HEC Mentreal reliod an a variaty of furictioes. of "services." Each sertue hnded a specitic mepest of a stadear's litecycle at HEC Montral, uhativer they were conienpilsting stusying at IIDC Muntrial, curvenly siutsing there, or had studied there in the past.' Figne 1 illustrates the crowing somplesty ot the student libecysle as a resalt of cusoing claneres in the higher educacou sector. The Oifice of the Regisitrar the E.istrar, the mail serviee manlping the ereation and mowrenine of student resouda. All student information regarting bades coure registration, Epaduation, persmal infmation corse sectious, and oflier relernar insomation wis mnanaed by the Odtise of tlie Reantrur cad stored in Peoplesodt, an enterpcise resurce plaming (ERP) sysoem. Crer the years, PeopleSoft bad been moce loosely defined and conld be adapoed as necessary. Interactions wirh the office of the - Whem prapsetive xdulanis condacial the Ollive uf the Regisirar, an supluyes kock nules about their inqniy (e.e., ope of question, progru[s] asked about, and follow-up email addres5) acd saved them in an Excel spresdsheet. Every week, those notes were forwanded the scbool's website, prospective sideurs often councted the Uefice of the Registrar to request information they conld not find online. Students interested in groduane studies fuodine, and other specific issues. Following those interactiocs, professons maht advise poepective stodens to spply to a progrm, but the Uefice of the Registra was not infocmed ef thase discisaiens. - Drilika propective sinilenis, aurent and rehuring xdelenis alnesily hed an HFC Mumireal soudear ID. Upon request (e.2- a stadent mashed to register tor a restrizted clzss, clingae a billing addess, of credit a coursel, staff at the Office of the Reastre could log ino Periplasine in perfurm the requined aetioes on the stuilent's helsif In kudh indances. Althnugh this preess worked fine for shidente, it could resie challenges for feeruiting sernices. didu't Lways follow a standad fonmot, making it difticnlt to import iaformarou in bulk for malysis purvases. Tinally, not everyone at the Offee of the Registrar had the skills to mee Ercel effectively, The meefulnes of the noies puld thes vary. Recruiting sercikes Headed by Michel Lemay, R.ecruinus serries had several obecnees. all of whicln toensed on entiking the best students to tegister for IIDC Montrial projnams. The vervices' vrimary miscicon they uceded to mak: a deciwou and promoting HEC Moental as their best option. 1n this way, they scerght is engse with emititate to rutire relaticeships that wubli convince them to become neocemen for prospective MBA stadens to contact HEC Mentreal two of thee yaurs bebore they finslly acolied to the jpogrom Recruicing seroices, therefore, had to keep it contact lists to ecsure Another impoctant component of the serices' mission was to atiend edveation fairs ' around the world to promote the sebool and answer questions from interistional students in peron. In this. inpest the data into Lweel spreadsheets similar to thoee used by the Office of the Registan. Althongh educzbon fsirs could yield positive results in terms of establishing relstionships with proepective Given the fierce competition amoeg institutions of higher edueation, deciding phich fairs to attend was an cngoimg challenge. Kecruiting serrices was also in charge of mainaining the school's ocline presecce. This inrolved Jsunching recruimest cmmpxims vis emill or on social netuorks (e. q., Liekedin), undersanding of the sehool and its peognema and ask cuestions in teal time. Here zguin, desisious had to be made apply- So tar, efforts to coordinare those initiznives had peoved mastisfactory. As mentioned, the dath collected by human agents (e.g., staff z2 the Office of the Registrar) was not ahays accurate At edocabou fairs, information was also takea down on poper befoce beimz eutered into a spreadsbeec. without questiening whethet the dey iaid tine of the open Louse wis sutable for the sehool's clienoele. Finally. Recruiting serrices anthered no data on students who didn't end op reqistering. There was no wry to lawow why some people desided sor to attend HEC Montreal, but thac There uas no way to know why sombe people decided not to atiend MIC Monitesi, but that infumsalien cumbl huse peuven musaluble to efticets ha altast these "Wod" stukkuts (e.g- lyy adaptine course schednles in souse programs). Dremil, the fraementation of those interactions orerviex of the process. Student services stodents concert with stodent associations, focilitared exchanges with otber schools, and focilitared the intezearou of intenatioual students nad loods with the HEC Moundal cemmunity. In line with the bresdth of their mission, seaff in the various subrits composing sendemi services relied on different tools to perionn their dities. Although most of those hools included Exce] addition. most of the forms nnd infocusion mansyed by Stndemi setvices ure in hard soyy fonm and kejt in peger filed. The infsemation gallerod by Student servicis was isolatol within the subunit where it was collecred and did zor eross iune Peoplesodt, noe was ir shared with other access a couplete protle of zy stodent to tollow re ou any special accommodations they might need with obler vounits or ober verices. Alumni services Tike Reer uiting serries, which slayed in ckowe koseh with ge najective students until they had made a decision, Ahmai serrices was responsible for estnblishing and maintaining contoct with srodents after they graduared. Among ocher activities, Nlumini serrices organized necworking erents to help aradunes in their job seurch or to recounect with classmanes. In 7u13, the service earered a tnesition period, with persmel champes (iicluding a new director) and a new strategic direction. One of the diallvenges facing Alumui services was kevping contact information curtent in an ideal potht had beovine moch more cenvaluteal texd the mobility af the noalem woukfores made it mare every new snulent ar HFC Moritreal wac givea a permanent HFC. Montral email aldreab, if wat aradunte to store their contoct infonmation, their curear position, their yeur of grodation, and riee Alumin serviess events they lad afendal. Alumai regitered for theoe ceent vis the scheoly website, and there was no integration between thooe eveurs nad Raiser's Edee. A port-tilue employee was thms taked with eatering the data from ereat registratious ino Raiser's Edge. Ihis dnta was supplemented wath business curds collscted during the erents. HEC: Monerial Foumdarion The MIC Montrial Foundation was created to kengage donors and raise frods to suppot the School's iniriatives" [...] and to counibute "to the developesent of the nexr eeueration of woddclass business professionsls wto will play an active role in cultivaning social and economic xagherity in Quehec and in fiether strengthening the Jouvines's visitelity and ryatation stadents, who sentributad $10 per seavester es past af their nution fee. The Founderion hand a strone repuration for intearity and, in 2014, it eumed certificntion in zoremnice and good mnosement cennal body for standurdizntion and certificurion Most funds collectad by the Foundacion were allocmtad to oue ot three types of projecrs: research and teaching, stodent bursares, nud a special fied dedicated to mzintaining the school's physical full-time employes to manze personzl donanous. corpocate dountions, and telemarketine operstions to eng2ze with prospective douors. When na individusl or an orpanization commitred to doenting meney to the Fonndation, their contaet information wha also stared in Raiser"s Edge. Telemarketing opentions required an additional pisce of software to manage call operations. Donsiocs could be made veinz credir cards over the phone or online, as well as throngh a secure Website. 2 The Eoundacion periotically orencized events to thank dowors for their gifs and explain how their donstions contributed to the school. Beyond the traditional student lifecycle studeuts also engigied with HEC Mountal in other impoctaur ways. These inchaded special education propases as well as EDUlib, the school's culine leaming platfocm. Speciel educhtlou programs at HEC' Montrtal Althonal most poognes offered by the sclool were qovemed by Quebec's fundine policy, HEC Bontreal also offered private prozanms that were not subject to this policy. This pave the school move freedom with regaed to the number and struchue of special peogenoms as well as trition fees. In 2013 , HEC Montreal offered two such proarams. The frowive Ated The Executive MDA (EMTR) brpeted executives looking to arquire specinlized akill sets in s dedicared eavironment fosteing both Jenming and necworking opportnities with fellow students. The EMIA program was hizhly exclnsive, and exch cohort bad at most fifty students. For these the school and those stodents. For exrmple, EMHM applicaious were not shared with the rest of the school. Rather, they were eralsated by a cmall commitiee compoed of staff working in the EMIDA office Similarly, coolact information and cther edvelest-relaled data were maintsined exdusively by the HBMA staff and were not shared with the res of the school. For the jurecioes tem years, the EMBA juogerm had relied prinarily on its staff s interpersonal skills to build and maintai relationships with probessionaks. Ihey were the oaes who often comvinced executives of the benefits of prsuing an EMIBA. Ior Michel Iilion. EMIAA's rectuitment durector, this persounlized appoouch fit with the proaram's exchusivity, althonal it meaur that recruitment costs could be lazgher than for obler programs. This situstion was nos withoot risks, moreover, since ir relied heavily on the uork of a few inctivitals. Information related to the recruiment poocess for the EMBA pcognm was manaed primarily by a sinale persoa who vsed their own information storase book, including an adtress book on their phone. For the EM1B.A staff, this was cue way they sought to maintin coutrol orer their data and ecsure the trot placed in IIDC Blontresl by evecutives was not violated. Indeed, the staff wonied tha laming this informzion centralized and porentilly shared. with odeer services conld betny that tmint if bersy executives were contacted for non-rital reasons, for exmmple. Enculive cincatho The other type of private program offered by ILC Bontresl was execucive edncation. The Ixecutive edvestion office offered s variety of progams peared ioward professionsls. These induded itaining knowiedge on a spesitic toped ie.- artitsial imaligence). Frecinve eilication wab also oftered as a customized producr where the sclool deaiged 2 tnieing prognam to meet the heeds of a specitic urganizatini. Tu the early 2010x. the Fxesulive etlucutice oftsee wien the unly watl at HFC. Monlral usine a coscener relationshlip mangement (CRM) syxrem talored to its nesis. This bahution was perceived as very limited in terms of fenures and accessibiliry, bowerer, in spire of its relintively narrow soope. At that time, the ofilice was liso uodergoing a senes of siaitisua changes, including the revamping of is branding, a name change, and the retirement of several key employees. Online learming with EDU7ih Lamehed in 2012, EDUlib wai HEC Mentreal's assonse to the groming pepulaity of MOCC platioms such a cioursera and edX. It aimed to be the first to offer a large selection of courses in purtmerhip was cteased between Chinesile de Monitrixl, Polyteclunisie Monirial, and IIDC. the selool's outrezch in pats of the world where it would odierwise be ibsear. Second ir odfercd a Way to shoucase the quality of the school's prognms to prospective students. of the puzzle and hod a patial view of a student's lifecycle, but there was no way to compale than. data to create a comprebende profile. Bailding long-term relationships with sturlents As mestionsd abote, eompetitioe in the hides edoeation sector had becoue increncedely fierce. Gutherie information about students lad becoue critical and could impoxt sizificant decisions. Getting to knon candidates before the school eren accepted them conkd belp ir "lock in" students before they were sustehed up by competiore. Likeuice, informabon collected from students taking online courses with IDULib could help the school promote tangeted programs more lisely to lead to "quelizalina ls HFC. Mosultul (ERP) systems, operatioes relased to the abelity to beild and mninnain strong relationdips with jrovpective, esereni, sed graduse shalumit proved challenging. The sehwol corhd not peint a department hends by prospective andune studemts were topioully made tin emid. Whale a convenient focm of commumission, this made it difficult to eraluate the total number of candidstes Who had shoun interest in studyinz at IEC Buntreal compred to the ummber who scounlly ended Ij ajpelying fur prahsale jugrems As infuniatice wax desmiol to be the key to nhereaing the challanes facel hy HFC. Mantreal, a trek foree was struck in 2009 to evaluate the feasibiliry and pooential benefiss of zoquiriza a customer relsionship mansenemt (CRM) ssstem Dnce fully implemented this system would consolidate dits about prospective, cunet, and pact students, essbling serrices to gain a comprebenkive