Course Title: Customer Relationship Management L T P/S SW No.

of TOTAL CREDIT
Course Code: MKTG721 PSDA UNITS
Credit Units: Four
3 0 0 2 1 4
Level: PG

Course Objectives:
An understanding of ways the firms can create and enhance the sources of value to the customer through value explorations and CRM value proposition
An understanding of the strategic framework of CRM
An understanding of CRM strategies in Sales, Marketing and Customer Support and familiarize with different CRM technology solutions.
Impact of CRM on customer experience, satisfaction and loyalty
Using Customer Lifetime Value to Make Marketing Decisions
Develop an understanding of recent developments in CRM usage in the social media

Pre-requisites:
The students opting for this course should have complete knowledge of the course Marketing Management, Industrial Marketing and Marketing of Services.
The student should be able to appreciate the value of integration of all the verticals of business for value maximization.

Module Weightage
Module I: Introduction to CRM 15%
 Pre-Industrial age, Industrial age, Service Economy age, Knowledge Economy Age.
 Relationship Marketing Theory
 Introduction to CRM, Transition from Product focus to Customer focus.
 Relationship marketing and Value exploration and creation of value chain
Module II: Introduction to CRM and its Fundamentals 20%
 Strategic framework of CRM – CRM continuum, Five generic interrelated process model, Strategic
operational, analytical model, Buttle’s CRM value chain
 CRM Cycle,
 Customer Segmentation as a prerequisite to CRM.
 Types of CRM: Sales Force automation, Campaign Management, Sales Intelligence.
 E-CRM
  Customer Touch points management. Identification of customer journeys and the touch-points
 Contact center management systems, front desk management technologies, web-based knowledge
management, Customer Experience Management (CEM)
Module III: Managing different stages of CRM 15%
 Building Customer Relationships- Loyalty Ladder,
 Bonding with Customers,
 Customer Service/ Sales Profile Models.
 Customer Acquisition Strategies,
 Customer Retention Strategies
 Customer Equity and Customer Metrics, calculating customer lifetime value and customer equity.
 Customer loyalty and Life time value
Module IV: Overview of CRM in service sector (B 2 C Market) 15%
 Service Business Characteristics and Classification
 Service Recovery
 Marketing of Services-Banking Industry, Retail Industry, Aviation Industry,
Hospitality Industry, Pharmaceutical Industry and Telecom Industry
 CRM in Product Markets
Module V: Overview of CRM in B2B Markets 15%
 Importance of CRM in B2B Markets,
 Key Account Management
 Supplier-Channel Management
 Internal CRM and Employee Management,
Module VI: Implementation of CRM 10%
 CRM Implementation Road Map,
 Future Trends: Usage of Social CRM by corporate.
Module VII: Introduction to CRM Software 10%
 Social CRM
 Major CRM Software in market
 Basic functional aspects of a CRM:
- Key entities: Contacts, Accounts, Leads, Opportunities, Campaigns
- Key entity interaction
Student Learning Outcomes:

 The students would be able to identify the benefits of value creation for the customers.
 Gained an understanding of key concepts, technologies and best practices of CRM
 Be able to measure the customer equity and the importance of customer retention to the organization
 Be able to analyze the different processes and design the strategic framework for CRM integration in the existing functions of the organizations.
 Would be able to create a loyalty model for retention of the customers through increased interactions with customers

Pedagogy for Course Delivery:

This class will be taught using a mix of theory and the case method. In addition to assigning the case studies, the course instructor will spend considerable time
helping the students understand the concept of CRM. Class participation and class discussion will part of the learning process. The instructor will help students
design the CRM structure for different sectors by giving assignment during the session of study.

List of Professional Skill Development Activities (PSDA)

“Design a Customer Relationship Management Program for a company of your choice “.

- Evaluation to focus on how well it incorporates the constructs that have been covered in the course.
- The information needed for the project could come from secondary sources and/or primary sources.
The analysis should be at the firm/brand level covering the following,

1. Background and Context: type of industry, products/services, existing channels, competition – what are the changes in technological, competitive and
environmental dimensions that call for a CRM strategy,

2. How the firm approached (or should approach) CRM, the specific CRM strategy and how it matches with the business model,

3. Why they adopted that specific CRM strategy, how appropriate it is, and how if differs from that of a competitor.

4. Final recommendations and/or what the desired and actual outcomes. This could also touch upon implementation, measurement issues and ROI.

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

40% NA 60%

Continuous Assessment/Internal Assessment End Term Examination

Components (Drop down) Mid-Term Exam Project Viva Attendance

Linkage of PSDA with Project Presentation

Internal Assessment submission of the
Component and report report
evaluation submitted
Weightage (%) 10% 15% 10% 5% 60%

Text Reading:
 G Shainesh & Jagdish N Sheth, Customer Relationship Management-A Strategic Approach
 Zikmund, McLEOD, Gilbert, Customer Relationship Management

References:
 G Shainesh & Jagdish N Sheth, Customer Relationship Management-A Strategic Approach
 Zikmund, McLEOD, Gilbert, Customer Relationship Management
 J N Sheth, Atul Parvatiyar, G. Shainesh, 2001, Customer Relationship Management, Tata McGraw Hill

Additional Reading:
 Brown, Stanley A 2001, Customer Relationship Management, John Wiley& Sons
 Anderson, Kristin , 2002, Customer Relationship Management, Tata McGraw-Hill
 Greenberg Paul, CRM at the Speed of Light, Tata McGraw Hill.

Any Other Study Material:

 Journal of Marketing
 Journal of Database Marketing & Customer Strategy Management
 Harvard Business Review