Customer Relationship Marketing ( Functional Electives Marketing 1)

Paper Code: 
MBM-423
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • Emphasize on the importance of acquiring customers and retaining them for a life time.
  • To provide a conceptual understanding of CRM, its processes, and structure.
  • To enable participants to develop analytical approaches, methodologies, tools, and techniques for applying CRM.
8.00
Unit I: 
Introduction to Customer Relationship Management

Definition and Significance of Customer Relationship Marketing, Customer-supplier relationship, CRM Strategy, Customer Life Time Value, Relationship Life Cycle.

8.00
Unit II: 
Building Customer Relationship Management

Requisites for Effective Customer Acquisition, Customer Knowledge Management for Effective CRM, Customer Retention Process, Strategies to Prevent Defection and Recover Lapsed Customers.

8.00
Unit III: 
CRM Process

Introduction to CRM Process, CRM Business Plan, Insight into CRM and e-CRM, Relationship Policy and Loyalty Programmes.

8.00
Unit IV: 
CRM Implementation

CRM framework for Implementation, Implementing CRM Process, Integration of CRM with ERP System, Barriers to effective CRM.

8.00
Unit V: 
Trends and Issues in CRM

CRM in e- business (B2B & B2C), Measuring the Effectiveness of CRM, Factors Influencing the future of CRM.

Essential Readings: 
  • 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
References: 
  1. Jill Dyche: The CRM Handbook, Pearson Education.
  2. Ed Peelen, Customer Relationship Management,, Pearson Education.
  3. Barnes James G: Secrets of Customer Relationship Management, McGraw Hill.
  4. Burnett Ken: The Handbook of Key Customer Relationship Management, Pearson Education.
  5. Zikmund G Williams, Mcleod Raymond, Gilbert W Faye, Customer Relationship Management.
  6. Jagdeesh N. Sheth, Atul Parvatiyar, G. Shailesh, Relationship Management: Emerging Concepts, Tools, and Applications, Tata Mcgraw-Hill Publishing Company Limited.
  7. Jagdish N Sheth: Handbook of Relationship Marketing, Response Books.
  8. Davis F. W., Mandrodt K. B.; Building a Customer Responsive Organization – The Quality Way, Maya Blackwell Imprint.
  9. Paul Greenberg, Customer Relationship Management at the speed of light,  Second Edition, Tata McGraw Hill