SSIMCustomer Relationship Management

ObjectiveEvery marketing student should understand how to maintain good relationship with his employee, this subject will imbibe the student with the required inputs to learn the ins and outs of dealing with top customers and retaining them for their life time.

Chapter 1 Introduction to CRMEmerging trends and issues in marketing. Meaning of RM, CRM and 1 to1– Introduction Concepts, CRM – Marketing Initiatives, Estimation of customer life time value. Case Discussion

Chapter 2 Understanding CRMAdapting the Culture of organization to CRM, Respecting Internal Customers, Need based STP. Integrating SCM and CRM for building competitive edge, Case Discussion

Chapter 3 Implementing CRMImportance of Privacy of Customer data, CRM–Automation, Data Base, Data warehousing, Data Mining, Sales force Automation, Call Centres,

Chapter 4 Marketing Analytics and Customer Acquisition, Customer Loyalty and Customer Win back. Case Discussion

Chapter 5 (The Future of CRM) Difference between CRM and CEM, Touch Points,

Basic Text:1. Customer Relationship Management – Francis Buttle, Elsevier India Private Ltd,

Recommended Readings

1. Customer Relationship Management -Roger J. Baran, Robert J.Galka and P.Strunk, Cengage Learning

2. Customer Relationship Management - Zikmund/ Mcleod/Gilbert (15 % of the syllabus)

3. The Customer Response Management handbook, Darlele D.Richard, Tata McGraw Hill.

4. Customer Relationship Management -V.Venkata Ramana and G. Somayajulu

5. Customer Relationship Management - H Peeru Mohamed and A Sagadevan

6. The CRM Handbook -Jill Dychs , Pearson Education7. The Nuts & Bolts of CRM -Dhruv Nath Tata MGraw (20% of the

syllabus)8. Total Relationship Marketing - Evert Gummesson, Elsevier Publication,

second edition9. The CRM Handbook -Jill Dychs , Pearson Education10. Keep Reading the Economic Times and specifically Brand Equity of ET11. Search for Research Article in Various Journals of Marketing

Lesson Plan

Subject: CUSTOMER RELATIONSHIP MANAGEMENTBatch: PGDM TPS 18th Batch, Term V, Marketing Major Credits : 6Course Faculty: T. Thirumal Reddy

EVALUATION PATTERN

S.No Activity Marks Total Number1 Quizzes 5 marks X 5 Quizzes =

253 quizzes

2 Case 15 marks for hand written copy

Class is divided into teams they are going to make presentation on the topic.

3 Articles based assignment on banking, insurance, manufacturing & service industry

10 marks for hand written copy

Class is divided into 3 teams individual in a team should work on one topic of their choice.

4 Viva 05 marks Subject and contemporary skill would be assessed.

Total 55marks + 5 Attendance

Session wise plan for Customer Relationship Management

The CRM is course is partly covered in the Siebel CRM module, that this class as undergone so most of this topic will help them in enhancing their existing knowledge, in this course we will deal with cases and student presentations would on topics different topics.

Session Topic Reference/ Pre-reads/ Remarks1. Emerging trends and issues in

marketing. Introduction to CRM, history and development of CRM

1) Customer Relationship Management – Francis Buttle Chapter - 1 & 2.

2) Customer Relationship Management-Roger j.Baran/ Robert J.galka/ Daniel P.strunk, CENGAGE learning P-12-71

3) Customer Relationship Management - Zikmund/ Mcleod/Gilbert Chapter-I P 1-10

2. Meaning of RM, CRM and 1 to1

Same as above

3. Concepts, CRM – Marketing Initiatives, Estimation of customer life time value.

Same as above

4. Case Discussion quiz for 10 marks on the first unit, continued by case discussion.

5. Culture of organizationRespecting Internal Customers

1) Customer Relationship Management – Francis Buttle Chapter - 3 & 5.

2) Customer Relationship Management-Roger j.Baran/ Robert J.galka/ Daniel P.strunk, CENGAGE learning P-73-87

6. Need based STP Class Discussion and exercise 7. SCM and CRM for building

competitive edge Class Discussion and exercise

8. Case Discussion Quiz for 10 marks on the second unit, continued by case discussion.

9. CRM–Automation, Data Base, Data warehousing, Data Mining

1) Customer Relationship Management – Francis Buttle Chapter - 4

2) Customer Relationship Management-Roger j.Baran/ Robert J.galka/ Daniel P.strunk, CENGAGE learning P-153-163

3) Customer Relationship Management - Zikmund/ Mcleod/Gilbert Chapter 4 PP 49-67 and chapter 9 PP 129-1413) The Nuts @ Bolts of CRM, Dhruv Nath. Tata McGraw Hill

10. Salesforce Automation, Call Centres,

1) Customer Relationship Management – Francis Buttle Chapter - 14. 15 & 16.

2) Customer Relationship Management-Roger j.Baran/ Robert J.galka/ Daniel P.strunk, CENGAGE learning P-213-231

3) Customer Relationship Management - Zikmund/ Mcleod/Gilbert Chapter 8 PP 115- 122

11. Importance of Privacy of Customer data

1) Customer Relationship Management-Roger j.Baran/ Robert J.galka/ Daniel P.strunk, CENGAGE learning P-266-282

12 Case Discussion Quiz for 10 marks on the second unit, continued by case discussion.

13. Importance of Marketing Analytics, Customer Acquisition

1) Customer Relationship Management – Francis Buttle Chapter - 82) Customer Relationship Management - Zikmund/ Mcleod/Gilbert Chapter 7 PP 103-114,

14. Customer Loyalty 1) Customer Relationship Management – Francis Buttle Chapter - 92) Customer Relationship Management - Zikmund/ Mcleod/Gilbert chapter 5 PP 68-76

3) Customer Relationship Management-Roger j.Baran/ Robert J.galka/ Daniel P.strunk, CENGAGE learning P-236-240

15. Customer Win back 1) Customer Relationship Management – Francis Buttle Chapter - 92) Customer Relationship Management - Zikmund/ Mcleod/Gilbert Chapter 7 PP 103-114

16 Case Discussion case discussion by Students17. Difference between CRM and

CEM, Touch Points1) Customer Relationship Management –

Francis Buttle Chapter - 62) Journals and other online resources,