CUSTOMER RELATIONSHIP MANAGEMENT

Paper Code: 
MAM424
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to analyse the principles and practices of Customer Relationship Management (CRM), including customer acquisition, retention, and loyalty strategies

Course Outcomes: 

Course

Learning outcome (at course level)

Learning and teaching

strategies

Assessment Strategies

Course Code

Course title

24MAM424

Customer Relationship Management (Theory)

CO658: Explain CRM, its significance, and assess customer lifetime value

CO659: Evaluate the economic benefits of customer acquisition and retention strategies

CO660: Analyse customer data sources, and utilize effective customer-related databases.

CO661: Appraise the various sources of customer value to design offerings. 

CO662: Explore the relationship management with suppliers and partners. CO663: Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study, Demonstration

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

Class test, Semester end examinations, Quiz, Assignments, Presentation, Peer Review

 

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:valuefrom 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: 

· Alok Kumar Rai, Customer Relationship Management: Concepts & Cases PrenticeHall 2ndediton, 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

References: 

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)

E resources:

· Sage Publications (38 titles), https://etext.sagepub.in/etext

· EBSCO-BSE

· Proquest

Journals:

· South Asian Journal of Business and Management Cases

  • Indian Journal of Industrial Relations
Academic Year: 
2024-2025
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