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Customer Relationship Management

This course sheet provides information on the MKTG 651 Customer Relationship Management (CRM) course. The 3 credit course aims to understand CRM elements, processes, applications and address strategic, organizational, commercial and technological aspects of CRM. The course objectives are to understand CRM, address strategic and organizational aspects, use CRM for organizational profitability and develop knowledge of emerging CRM concepts, tools and applications. The course will be delivered through lectures, case discussions, simulations and practitioner sessions using the textbook "Customer Relationship Management" and additional reference materials.

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Nikhil Rastogi
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424 views2 pages

Customer Relationship Management

This course sheet provides information on the MKTG 651 Customer Relationship Management (CRM) course. The 3 credit course aims to understand CRM elements, processes, applications and address strategic, organizational, commercial and technological aspects of CRM. The course objectives are to understand CRM, address strategic and organizational aspects, use CRM for organizational profitability and develop knowledge of emerging CRM concepts, tools and applications. The course will be delivered through lectures, case discussions, simulations and practitioner sessions using the textbook "Customer Relationship Management" and additional reference materials.

Uploaded by

Nikhil Rastogi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Course Sheet

Course Code
MKTG 651

Course Title
Customer Relationship Management (CRM)

Credits
03

Course Objectives

Understand the elements, processes, and applications of CRM


Address the strategic, organizational, commercial and technological aspects of CRM
Use CRM strategies as an aid to long-term organizational profitability
Develop an overview of emerging concepts, tools and applications in CRM

Course Description

Introduction - Elements of CRM, processes and systems, applications and success of CRM

Strategy and Organization of CRM - History of CRM, Customer Supplier Relationships, CRM as
an integral business strategy, and the relationship-oriented organization.

Marketing Aspects of CRM - Customer knowledge, Privacy issues, Communications and multichannels in CRM, The individualized customer proposition, Relationship policy.

Analytical CRM - Relationship data management, Data analysis and data mining, Segmentation
and selection, Retention and cross-sell analysis, Effects of marketing activities, Reporting results,
Customer Lifetime Value and its alternatives.

Operational CRM - Call center management, Internet and website, Direct mail.

CRM systems and their implementation Overview of CRM systems, Suppliers of CRM systems,
Implementation of CRM systems, The CRM Road Map.

Global and Ethical Issus in CRM - Factors that will influence the future of CRM

Course Delivery

Lectures, case discussions, simulations, practitioners sessions

Textbook

Ed Peelen, customer relationship Management, Pearson, 2ndEdition, sixth impression

Reference Books & Additional Reading Material

Jagdish N. Sheth, AtulParvatiyar and G. Shainesh, Customer Relationship Management


Emerging Concepts, Tools, Applications, Tata McGraw Hill, 2001

Alok Kumar, ChhabiSinha, and Rakesh Sharma, Customer Relationship Management Concepts
and Aplications, Biztantra, First Edition, 2011

V.Kumar, Werner J.Reinartz, Customer Relationship Management A Databased Approach,


Wiley India, 1999, Reprint 2008

Jagdish N. Sheth and G. Shainesh, Customer Relationship Management A Strategic


Perspective, Macmillan

William G. Zikmund, Raymond Mcleod, Faye W.Gilbert, Customer Relationship Management


Integerating Marketing Strategy and Information Technology, Wiley India, 2010

Francis Buttle, Customer Relationship Management Concepts & Technologies, ElSevier, 2nd
edition

Harvard Business Review on Customer Relationship Management

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