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L T P/S SW/F W Total Credit Units

This course provides an introduction to managing customer relationships. The course objectives are to understand customer relationship management principles and strategies, analyze the impact of relationship marketing and CRM, evaluate the overall impact of CRM on business, and understand technology applications in CRM. The course is divided into modules that cover topics such as the purpose and benefits of CRM, customer acquisition and retention strategies, managing different stages of the CRM process, issues in implementing CRM systems, and emerging trends in mobile and social CRM. Students will be assessed through exams, projects, presentations, and attendance.

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28 views4 pages

L T P/S SW/F W Total Credit Units

This course provides an introduction to managing customer relationships. The course objectives are to understand customer relationship management principles and strategies, analyze the impact of relationship marketing and CRM, evaluate the overall impact of CRM on business, and understand technology applications in CRM. The course is divided into modules that cover topics such as the purpose and benefits of CRM, customer acquisition and retention strategies, managing different stages of the CRM process, issues in implementing CRM systems, and emerging trends in mobile and social CRM. Students will be assessed through exams, projects, presentations, and attendance.

Uploaded by

Shaurya Virmani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Course Title: MANAGING CUSTOMER RELATIONSHIPS

Course Level: UG Course L T P/S SW/F TOTAL


Code: MKTG201 Credit W CREDIT
UNITS
Units: Three
3 0 0 0 3

Course Objectives:
Understanding Customer Relationship Management has become a marketing “mantra” of businesses over the past one decade. Consumers are hooked to their
choices for all 365 days in a year. There is a huge need to en cash these consumes insights. Henceforth, adoption and implementation of CRM systems truly
depicts a transition of the organizations from product-centric to a more customer-centric approach. The objective of businesses is no longer to just acquire
customers and battle competition in making customers switch, but the objective is one of acquisition followed by development and retention, especially of those
customers a business deems ``best”. This course also aims to learn the application of technology to CRM practices.

Pre-requisites: Students should have the understanding of fundamental concept of marketing.

Student Learning Outcomes: At the end of the course students will be able to:
 To define and explain the principles of CRM.
 To analyze and illustrate the impact of relationship marketing and CRM strategies.
 To evaluate the overall impact of CRM on business.
 To understand applications of technology in CRM.

Course Contents/Syllabus:
Weightage (%)
Module I Introduction and Significance of Customer Relationship Management 20
Descriptors/ Topics
Definition of CRM
Purpose and benefits of CRM, Cross Selling and Up-Selling
Types of CRM
CRM Model-
IDIC Model,
QCi Model,
CRM Value
Chain, Payne’s
Five Forces,
Gartner
Competency
Model.
Relationship Building Strategies
Building Customer Relationship Management by Customer Retention
Stages of Retention
Understanding Strategies to Prevent Defection and Recover Customers.
CRM Process
Introduction and Objectives of a CRM Process ,
4C’s (Elements) of CRM Process

Module II Managing Customer Relationship 20


Descriptors/Topics
Introduction (Pre Industrial age, Industrial age , Service Economy age, Knowledge Economy Age),
Key Principles of Relationship marketing,
Managing the customer as an asset,
Customer Touch points
Customer privacy
Module III : Managing different stages of CRM

Customer Acquisition Strategies, 20


Customer Retention Strategies
The add-on-selling, Customer Equity
Customer Metrics
Customer loyalty
Life time value
The value of measuring customer satisfaction, Conflicts and Customer Complaint Management
Module IV: Issues and Challenges in Implementation of CRM 20
Descriptors/Topics
CRM Implementation Road Map,
CRM Roadblocks (4P’s),
Potential Rewards from CRM Implementation
Future of CRM.
Module V: Emerging trends in CRM 20
Descriptors/Topics
ECRM, Conversational AI-Powered CRM, Integrating Data from Multiple Channels and handling big data, IoT
in CRM Mobile CRM.
CRM Software Systems(SAP, Salesforce.com, Microsoft Dynamics CRM, and Sugar CRM)
Social CRM, Cloud-based CRM, Hyper- individualization

Pedagogy for Course Delivery: This class will be taught using a mix of theory and the case methods. All students must attend the two/three hour plenary
lecture each week. This session will cover important course content and be illustrated by case examples. Lectures

Case Study Discussion


Group Discussion

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

30% NA 70%

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment End Term


Examination

Components (Drop
down)
Mid-Term Exam Project Presentation Attendance
Weightage (%)
10% 10% 5% 5% 70%

Text & References:


 William, G. Zikmund, Raymund McLeod Jr.; Faye W. Gilbert (2003). Customer Relationships Management. Wiley.
 Mohammed, H. Peeru and a Sagadevan (2004). Customer Relationship Management. Vikas Publishing House, Delhi.
 Paul Greenberge (2005). CRM-Essential Customer Strategies for the 21st Century. Tata McGraw Hill.
 Alok Kumar, Chhabi Sinha, Rakesh Sharma, Customer Relationship Management – Concepts and Application 2009, Biztantra.
 S.Shajahan Relationship Marketing 2009 Tata McGraw Hill
 Ronald S, 2001, Accelerating Customer Relationships, Swift, PHI’
 Mullick N.H., 2016, Customer Relationship Management, Oxford University Press.

o Journals
 International Journal of Electronic Customer Relationship Management (Inderscience)
 Business Process Management Journal (Emerald)

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