Customer Relationship Management

Paper Code: 
MAM 424
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course outcome

Learning and teaching

Strategies

Assessment

Strategies

On completion of this course, the students will be able to;

Approach in teaching: Interactive Lectures, Group Discussion,

Tutorials, Case Study

Class test, Semester end examinations, Quiz, Assignments,

Presentation

CO 1: Evaluate the various customer relationship management concepts and frameworks, and how these are applied to form relationships with customers and

other internal and external stakeholders.

 

Learning activities for the students: Self-learning assignments, presentations

 

CO 2: Evaluate                                      the                                      CRM implementation strategies.

 

 

CO 3: Learn                                    strategies related to retaining the lapsed customers.

 

 

CO 4: Evaluate                                      the                                      CRM implementation strategies.

 

 

CO 5: Compare the effectiveness and factors affecting CRM.

 

 

CO 6: Evaluate various strategies that can help in achieving the marketing, sales and service objectives.

 

 

 

12.00
Unit I: 
Introduction to Customer Relationship Management

Introduction to Customer Relationship Management: Definition and Significance of Customer Relationship Marketing, The origin of CRM, key principle of relationship marketing, Types of CRM, Need for CRM, Strategies for building relationship, Customer Life Time Value

 

12.00
Unit II: 

Building Customer Relationship Management

Building Customer Relationship Management: Relationship Marketing, CRM, and customer management Customer acquisition and its economics, Customer Retention & its economics, Stages of retention, Strategies to Prevent Defection and Recover Lapsed Customers. framework for customer retention improvement

 

12.00
Unit III: 

Developing and managing and using customer databases

Developing and managing and using customer databases: customer-related databases, developing customer database, Customer information, Data: compiled, census,  modeled Database technology and hardware platform

 

12.00
Unit IV: 

Creating Value for customers

Creating Value for customers: Introduction, Understanding Value, Sources of customer value: value from products, service, processes, people, physical evidence, customer communication, channels.

 

12.00
Unit V: 

Managing relationship with supplier and partner

Managing relationship with supplier and partner: Supplier relationship, Trends in supplier relationship management

Partner relationship, Partners in value creation, Partners in value delivery: Agents, brokers, management contractors, consortia, Franchisees, Licensees

Concept of BIG data and artificial intelligence

 

*Case studies related to entire topics are to be taught.

 

Essential Readings: 
Essential readings:
  • Alok Kumar Rai, Customer Relationship Management: Concepts & Cases PrenticeHall 2nd editon, 2013
  • SeemaGirdhar, Understanding CRM, Excel Book 2013
  • G.K. Bhat, Customer Relationship Management , Himalaya Publishing house, 2013
  • Mark Godson, Relationship Marketing, Oxford University Press, 2010

 

Suggested readings:
  • Alok Kumar, ChabbiSinha&Rakesh Kumar, Customer Relationship Management:Concepts & Application Biztantra, Delhi, 2007
  • H Peeru Mohamed, A Sagadevan, Customer Relationship Management- A Step-by-Step Approach, Vikas Publishing House Pvt. Ltd., Delhi, 2008
  • Customer Relationship Management : A Strategic Approach to marketing, Mukerjee,Kaushik, PHI (1 August 2007)

 

 

References: 
E resources:

 

Journals:
  • South Asian Journal of Business and Management Cases
  • Indian Journal of Industrial Relations

 

Academic Year: 
2023-2024
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