Customer Relationship Marketing

Paper Code: 
EMM 625
Credits: 
4
Contact Hours: 
60.00
Objective: 

To acquaint the students with the concepts & current trends of customer relationship marketing.

12.00
Unit I: 
Introduction CRM :

Definition, The cost of Acquiring Customers, Customer Acquisition to Customer Loyalty, Optimizing customer Experience, CRM and Business Intelligence.

12.00
Unit II: 
CRM in Marketing :

Target Marketing, Relationship Marketing in One to One, Campaign Marketing, Cross Selling and Up selling, Customer Retention, Customer Behavior , Customer Profitability and Value Marketing, Channel Optimization and Personalization , Customer Privacy , Event Based Marketing.

12.00
Unit III: 
CRM and Call Center Management :

Call Center and Customer Care, Call Routing, Call Scripting ,Cyber Agents , Workforce Management , Web Based Self Service , Customer Satisfaction Management, Customer Service Check List for Success. A brief introduction of BPO and KPO

12.00
Unit IV: 
Sales Force Automation:

Sales Process Management, Sales and Territory Management, Contact and Knowledge Management. Sales Force Automation and Mobile CRM.

12.00
Unit V: 
E-CRM :

Multi channel CRM , Supply Chain Management , Supplier Relationship Management , Partner Relationship Management , CRM in B 2 B Analytical CRM. Case of Integrated Data, CRM and Data Ware House, Major Types of Data Analysis, Personalization and Collaborative Filtering.

References: 

Text Books :

  1. Customer Relationship Management-A key to corporate success, VVenkat Ramana & G Somayajulu, Excel Books
  2. Customer Relationship Management-an Indian perspective Mukesh chaturvedi, Abhinav Chaturvedi, Excel books

Suggested Readings:

 

  1. Godson Mark, Relationship Marketing, Oxford, 2009.
  2. Baran R.J., Galka R.J., Strunk D.P., Customer Relationship Management, Cengage Learning, 2008.