Course Sheet

Course Code Course Title Credits

MKTG 651 Customer Relationship Management (CRM) 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 multi-channels 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