Course Objective:
Course Outcomes (COs):
Course |
Course outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
CLO 146.Understand about customer relationship management concepts and frameworks, and how these are applied to form relationships with customers and other internal and external stakeholders. CO 147.Evaluate CRM implementation strategies. CO 148.Learn strategies related to retaining the lapsed customers. CO 149.Evaluate CRM implementation strategies. CO 150.Measure the effectiveness and factors affecting CRM.
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Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study
Learning activities for the students: Self-learning assignments, presentations |
Class test, Semester end examinations, Quiz, Assignments, Presentation |
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
Building Customer Relationship Management:Relationship Marketing, CRM, and customer management
Customer acquisition and its economics, CustomerRetention & its economics, Stages of retention, Strategies to Prevent Defection and Recover Lapsed Customers. framework for customer retention improvement
Developing and managing and using customer databases: customer-related databases, developing customer database, Customer information, Data: compiled, census, modeled
Database technology and hardware platform
Creating Value for customers: Introduction, Understanding Value, Sources of customer value: value from products, service, processes, people, physical evidence, customer communication, channels.
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
• Alok Kumar Rai, Customer Relationship Management: Concepts & Cases Prentice Hall 2nd editon, 2013
• SeemaGirdhar, Understanding CRM, Excel Book 2013
• G.K. Bhat, Customer Relationship Management , Himalaya Publishing house, 2013
• 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
• Mark Godson, Relationship Marketing, Oxford University Press, 2010