Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials Course No MGT631 Course Category Cours Title CUSTOMER RELATIONSHIP MANAGEMENT Courses with conceptual focus / presentation component Course Planner 14916 :: Roktim Sarmah Lectures Tutorial Practical 3 1 Credits 0 4

Approved for Spring Session 2011-12

Text Book:

1 Ed Peelen, Customer Relationship Management, Pearson Education, New Delhi, 2005

Approved for Spring Session 2011-12

Approved for Spring Session 2011-12

Detailed Plan For Lectures

Week Number Lecture Number Lecture Topic Chapters/Sections of Textbook/other reference Pedagogical tool Demonstration/case study/images/anmation ctc. planned

Part 1
Week 1 Lecture 1 Lecture 2 Introduction: CRM as a business Strategy, Elements ->Reference :1,Ch 1 of CRM CRM processes and Systems,Enterance, Applications and Success of CRM, Touch Point Analysis Strategy and Organisation of CRM: History, Description of Customer Supplier Relationships, ->Reference :1,Ch 1 ->Reference :2,Ch 1 ->Reference :1,Ch 2 Case Study: The Relationship between a logistcis service provider qnd its new client,Ref 1,Page 42 Case Study: Orange Line,Ref 1,Page 60-61 Case Study: Telecom Italia Mobiles cuts churns and increases value.Ref 1,Page 85-85 Case Study: We have got a huge success on our hands,Ref 1,Page 15

Lecture 3 Week 2 Lecture 4

Dynamics in Relationships, Communities,The nature ->Reference :1,Ch 2 of CRM Strategy

Lecture 5 Lecture 6

The Context of CRM Strategy, The Results of Successful CRM Strategy Mission, Culture, Structure, People,Communication and Information, Systems

->Reference :1,Ch 3 ->Reference :1,Ch 4

Week 3

Lecture 7 Lecture 8

The Value of Customer knowledge, Utilisation of data,, From data to customer knowledge. Privacy, Personal Data Protection Act,Information Policy

->Reference :1,Ch 5 ->Reference :1,Ch 5 Case Study: Customer knowledge at central parcs: a life-long holiday,Ref 1,Page 113114

Lecture 9 Week 4 Lecture 10

Multichannels Defined, Customers and use of Channels Influence of Channels on pricing, Formulation of Relationships, Recommendations

->Reference :1,Ch 6 ->Reference :1,Ch 6

Approved for Spring Session 2011-12

Details of homework and case studies

Homework No. Objective Topic of the Homework Nature of homework (group/individuals/field work Individual Evaluation Mode Allottment / submission Week 2/4

Homework 1

This exercise will The students need to Study CRM initiatives of an organisation help them to (which so ever assigned) and will discuss the Touch Point understand the Analysis. importance and applications of effective touch points to leverage on strong customer relations.

1) Listing down and describing the existing touch points used by assigned company. 10 Marks,2)Suggest more effective and possible touch points to enhance customer relationships along with their advantages and disadvantages to the company.10 Marks CRM Strategies of the two companies,Methods used for Acquisition of data(10 Marks),Customization methods used by companies,Customer Privacy data Policies of Companies(10) Concept Clarity

Homework 2

To make the students aware about the recent CRM strategies being adopted by companies.

Every student will be asked to identify a Industry from which they Individual have to find out two companies.They need to highlight and compare,CRM Strategies of these two companies,Methods used for Acquisition of data,Customization methods used by companies,Customer Privacy data Policies of Companies.

5/6

Homework 3

exercise will help There will be an academic test.Syllabus of the test would be upto Individual them in improving the 10th week.The test will comprise of 1,2 and 5 marks.The time their analytical and alloted would be 45 Minutes writing skills.

10 / 11

Scheme for CA:out of 100*

Component Homework Frequency Out Of 2 Total :Each Marks Total Marks 3 10 10 20 20

Approved for Spring Session 2011-12

* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the UMS

Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. Lecture Topic Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc) Case analysis

Tutorial 1 Tutorial 2 Tutorial 3

Touchpoint Management at Phillips. Ref 36

Royal Bank of Canada:Segmenting and Modelling Skills Case analysis Ref 37 CRM is not a task: Examples from the Hospitality Sector; Case analysis Marketing mastermind. Ref 8 Secrets of success for going Mobile Ref 38 Relationship Marketing through CRM (A philosophical perspective),Marketing mastermind Ref 7 Case analysis Case analysis

Tutorial 4 Tutorial 5

Tutorial 6 Tutorial 7

Single view of the customer:Some examples from Indian Case analysis Banks,Ref 39 Doubt Clearing Session

After Mid-Term
Tutorial 8 Tutorial 9 Tutorial 10 Tutorial 11 Tutorial 12 Tutorial 13 CRM Best Practices: A Case Study of an Indian Private Bank,Ref 16 Zapoos.com Focus on customer service,Ref 10 Case analysis Article

Customer Profiling.A better way to understand customers Case analysis Ref 40 Academic Test Do You Want to Keep Your Customers Forever,Ref 6 Practice of Software Sales force Automation Test Case analysis Virtual Software Practice

Approved for Spring Session 2011-12