The task is individual, and the deliverable is a 5 page word report (Arial 11) answering the questions related to the case below.

The task has to be submitted via Turn-it-in on MOODLE before the 26^th of February.

It counts for 30% of your total course grade and assesses the following learning outcomes:

1. To evaluate digital trends and how the CRM choice impacts the organization
2. To understand the necessary Customer Relational soft skills that go hand in hand with CRM.

STADIUM CASE

A stadium (plural stadiums or stadia) is a place or venue for (mostly) outdoor sports, concerts, or other events and consists of a field or stage either partly or completely surrounded by a tiered structure designed to allow spectators to stand or sit and view the event. Most of the stadiums with a capacity of at least 10,000 are used for association football. Other popular stadium sports include football, baseball, ice hockey, basketball, cricket, rugby union, rugby league, Australian-rules football, Gaelic football, rugby sevens, field lacrosse, bandy, athletics, hurling, field hockey, Kabaddi, and bullfighting. A large number of large sports venues are also used for concerts. Basketball is the most popular arena (or indoor stadium) sport in the world. Large race circuits and large horse racing tracks are not stadiums, but sports venues, because the entire playing surface can't be seen from the stands

Although football, baseball, basketball are sports, they are also big businesses, requiring revenue from tickets to games, television broadcasts, and other sources to pay for teams. Salaries for top players have increased, as have ticket prices. Many fans now watch games on television rather than attending them in person or choose other forms of entertainment, such as electronic games. One way to keep stadiums full of fans, and to keep fans at home happy as well, is to enrich the fan experience by offering more video and services based on technology.

Imagine that you have to modernize a stadium and you have to plan a new stadium but not just another ballpark: It will be the stadium of the future in which you will design and implement an Operational CRM system. It will be the most wired, connected, and video-enabled stadium of all stadiums. Its interior will have more space and amenities, including more intensive use of video and computer technology. Imagine that your fans love video because they want to see every detail of the match or of the concert, to see more angles and do it on their terms. Your stadium will include special halls, museums, in-stadium bars, restaurants, games areas, concession areas, shops, merchandise areas, fan areas, etc.

For this case work in pairs and design an operational CRM system including the following parts:

1. Background of the selected stadium and club
2. Identify and describe the most important elements of the value chain of the stadium's customer
3. Set the objectives for your Operational CRM system
4. Field and online service automation part design
5. Marketing management automation part design
6. Selling automation part design (for sponsors, promoters of concerts, businesses, etc.)
7. Workflow management part design to enhance the service performance drivers

Do not forget that a system part design is a combination of processes selection and design, specific data selection, technology selection, specific devices and infrastructure selection

Prepare a report to present this case study