Customer Relationship Management

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

Course Objective: 

  1. To give students in depth aspects related to dealing with consumers at large.

 

 

Course Outcomes (COs):

Course

Course outcome (at course level)

Learning and teaching strategies

Assessment Strategies

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.

 

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

 

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, CustomerRetention & 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

Essential Readings: 

• 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

Academic Year: 
2020-2021
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