Coming soon
CUSTOMER RELATIONSHIP MARKETING
This course will enable the students to analyse the principles and practices of Customer Relationship Marketing (CRM), including customer acquisition, retention, and loyalty strategies.
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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25MBM424 |
Customer Relationship Marketing (Theory) |
CO745:Assess different types of business relationships, and theoretical frameworks for fostering long-term success. CO746: Evaluate CRM process for fostering customer relationships CO747: Evaluate the comprehensive exploration of customer satisfaction CO748: Analyse the Information Technology Dynamics CO749: Explore Service Recovery Management strategies and stakeholder engagement. CO750: Contribute effectively in course-specific interaction
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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 |
Relationship Marketing: Types of Relationships in Business, Stages of relationship, Issues in Business Relationship, Theories of relationship Marketing
CRM: Concept, History and Development of CRM, CRM Cycle, Stakeholders in CRM, Significance of CRM, Customer Retention, Customer Retention Management, Customer Recall Management, Customer Experience Management, CRM Process.
Customer Satisfaction: Meaning, Components, Scales and Models for measuring Satisfaction- Customer Satisfaction Index (CSI), Common Measurement Tools (CMT), Kano Model.
Customer Loyalty and Involvement: Ladder of Loyalty, Dimensions of Customer Loyalty, Categories of Customer Loyalty, Loyalty Programmes, Permission Marketing
Information Technology Dynamics: e-CRM, nature of e-Relationships, Developing trust online, Managing online relationships, Database Management, Database Warehousing and Data Mining. Call Centre, Multimedia Contact centre, Electronic Point of Sale, Customer Service Help Desk, System Integration, Sales Force Automation.
Service Recovery Management: Service Failure, Reasons, Measuring Service recovery effectiveness, Stages of Service Recovery Management, Types of Service Recovery Management.
Managing other relationships: External– Government, Authorities, Lender and Financial Bodies, Public, Mass media, Alliance, Partners, Suppliers. Internal Customers.
*Case studies related to entire topics are to be taught.
- 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
Suggested readings:
- Profitable Customer Engagement: Concept, Metrics and Strategies, V.Kumar, Sage Publications India, 2013
- Customer Relationship Management: Concept, Strategy and Tools, V. Kumar and W. Reinartz, 2nd Edition, Springer
- Mark Godson, Relationship Marketing, Oxford University Press, 2013.
- Seema Girdhar, Understanding CRM, Excel Book 2013
- Alok Kumar, Chabbi Sinha & 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
- Ekta Rastogi, Customer Relationship Management, Excel Books, 2011.
- S. Shanmugasundaram, CRM:Modern Trends & Perspectives, Prentice Hall, 2010.
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 Marketing Management
