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Course Code: Course Objective:

CRM today examines the observable, quantifiable relationship building techniques and explains how they can be adapted for use by large, multinational businesses. The emphasis is on enhancing life time value of customers and developing partnering relationships with profitable loyal customers The course aims to help our student managers understand the concept and practice of CRM, thereby inculcating in them the CRM MINDSET, which in turn will enable them to occupy some of the positions like: Customer Care/ Customer Relationship Managers in various B 2 B and B 2 C organizations. To address these objectives, the course aims to: Enhance the understanding of various strategic and tactical approaches, tools and support systems that companies are implementing to develop effective relationship with key customers. Develop Managerial insights into the role, value and prospects of CRM in the process of forming, managing, measuring and enhancing customer relationships. Provide Exposure to the Latest technologies used in CRM.

MMS 403

Credit Units: 03

Course Contents:
Module I: Conceptual Foundation of CRM Introduction to CRM, Difference between transaction and CRM, Database Marketing, Relationship Marketing, Experiential Marketing, Framework of CRM and its Evolution, Elements of CRM, Different perspective of CRM, Types of CRM, Benefits of CRM, E-CRM. Module II: Managing Customer Relationship Introduction (Pre Industrial age, Industrial age, Service Economy age, Knowledge Economy Age), Key Principles of Relationship marketing, Relationship marketing and Value chain, Managing the customer as an asset, Customer Touch points, Customer privacy, Customer Value: Concept and characteristics, Key Account Management, Customer Segmentation as a prerequisite to CRM. Module III: Managing different stages of CRM Customer Acquisition Strategies, Customer Retention Strategies (Zero defections), The add-on-selling, Customer Equity, Customer Metrics, Customer loyalty, Loyalty ladder, Life time value, The value of measuring customer satisfaction, Conflicts and Customer Complaint Management. Module IV: Overview of CRM in service sector Service Business Characteristics, Service Customer Classification, Service Marketing Mix, Service Recovery, Marketing of Services - Banking Industry, Retail Industry, Aviation Industry, Hospitality Industry, Pharmaceutical Industry, Telecom Industry. Module V: CRM on Web & Software eCRM and Portal, eCRM Feature, eCRM Software Implementation Sales Force Automation - Sales Process, Activity, Contact, Lead and Knowledge Management, Enterprise Resource Planning (ERP), Data Mining, Data Warehouse, Study of Different Software,, SAP, Seibel, People soft, Smiles, Oracle. Module VI: Emerging Trends CRM Implementation: Defining success factors, preparing a business plan - requirements, justification, processes Integrating the concepts with other functions of Management, Case studies, Live project to be undertaken starting with conception of idea to final execution, Latest emerging trends and practices.

Examination Scheme:
Components Weightage (%) P-1 10 C-1 5 CT-1 15 EE 70

Text & References:

Text: G. Shainesh & Jagdish N Sheth, Customer Relationship Management-A Strategic Approach. References: Alok Kumar, Chhabi Sinha, Rakesh Sharma, Customer Relationship Management Concepts and Application 2009, Biztantra. Alok Kumar Rai Customer relationship Management Concepts and Cases 2008 Edition, PHI

Zikmund, McLEOD, Gilbert, Customer Relationship Management S. Shajahan Relationship Marketing 2009 Tata McGraw Hill Judith W. Kincaid Customer Relationship Management- Getting it Right 2007 Pearson Education. Jill Dyche- The CRM Hand book 2006 Pearson Education. Ed Peelen CRM 2009 Pearson Education Ronald S, 2001, Accelerating Customer Relationships, Swift, PHI