Course Title: CUSTOMER RELATIONSHIP MANAGEMENT
Credit Units: 03
Course Code: MKTG711
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
Prerequisites:
The students opting for this course should have complete knowledge of the course Marketing Management, The student should be able to appreciate the value
of integration of all the verticals of business for value maximization.
Course Contents/Syllabus:
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
30
Strategic framework of CRM – CRM continuum, Five generic interrelated process model, Strategic operational ,
analytical model, Buttle’s CRM value chain
CRM Cycle,
L
T
P/
S
SW/F
W
TOTAL
CREDIT
UNITS
3
0
0
0
3
