Vous êtes sur la page 1sur 3

Customer Relationship Management

Program Credit : MBA : 3 Classof : 2010 Sessions : 33

CourseCode : SLMM611

Objectives
i) ii) iii) To make the students understand the organizational need, benefits and process of creating longtermvalueforindividualcustomers TodisseminateknowledgeregardingtheconceptofeCRMandeCRMtechnologies. To enable the students understand the technological and human issues relating to implementationofCRMinorganizations AUTHOR/PUBLICATION Peelen,Ed. Pearson Zikmund,WilliamG.etal. JohnWiley. Dyche,Jill.Pearson
th

REFERENCEBOOKS CustomerRelationshipManagement CustomerRelationshipManagement: IntegratingMarketingStrategy&Information Technology TheCRMHandbook CRMattheSpeedofLight,4 e CustomerRelationshipManagement,A strategicImperativeintheWorldofeBusiness TheOnetoOneB2B: CustomerRelationship ManagementStrategiesfortheRealEconomy TheHandbookofKeyCustomerRelationship Management

Greenberg,P.McgrawHill2009 Brown,Stanley. JohnWiley&Sons Peppers,D./ Rogers,Martha.Doubleday Business2001 Burnett,Ken. FinancialTimes/PrenticeHall (December2000)

CustomerRelationshipManagement(Emerging Sheth,JagdishN.etal.TMH Concepts,Tools&Applications) HBRonCustomerRelationshipManagement HandbookofRelationshipMarketing DetailedSyllabus Introduction:DefinitionofCRM,CRMasa businessstrategy,elements ofCRM, CRMprocesses andsystems. Strategy and Organization of CRM: History of CRM, Dynamics of Customer Supplier Relationships,NatureandcontextofCRMstrategy,Therelationshiporientedorganization. Marketing Aspects of CRM: Customer knowledge, privacy issues, communications and multi
DetailedSyllabus TheClassof2010 FourthSemester

HarvardBusinessSchool/HarvardBusiness Press Sheth,JagdishN./Parvatiyar,Atul. Sage Publications1999

31

channelsinCRM,theindividualizedcustomerproposition,Relationshippolicy. AnalyticalCRM:Relationshipdatamanagement,Dataanalysisanddatamining,Segmentationand selection,Retentionandcrosssellanalysis,Effectsofmarketingactivities,Reportingresults. OperationalCRM:Callcentremanagement,Internetandwebsite,Directmail CollaborativeCRM CRMSubsystems:ContactManagement,CampaignManagement,SalesForceAutomation ChoosingCRMTools/SoftwarePackage: ShortlistingprospectiveCRMvendors,settingevaluationcriteriafortheappropriateCRMpackage, selectionCRMimplementation. CRMsystemsandImplementation:CRMsystems,ImplementationofCRMsystems Applicationsinvariousindustries:Applicationsinmanufacturing,bankinghospitalityandtelecom sectors EthicalIssusinCRM Cases Facultywillbehandlingeightormorecases Tesco:TheCustomerRelationshipManagementChampion BumrungradsGlobalServicesMarketingStrategy AirMilesCanada:RebrandingtheAirMilesRewardProgram RosewoodHotelsandResorts:BrandingtoIncreaseCustomerProfitabilityandLifetimeValue HarrahsCRMStrategy ReorganizingAT&T:FromVerticallyIntegratedtoCustomerCentricOrganization(B) SunsilkGangofGirls:HindustanLeverLimitedsOnlineSocialNetworkingInitiativeinIndia ANoteonMobileCRM SixSigma:ATooltoIncreaseCustomerSatisfactionatBankofAmerica TheAXAWay:ImprovingQualityofServices DellsCustomerContactCenterOperationsinIndia CRMImplementationFailureatCignaCorporation CustomerCentricityatCommerceBank HPCL:CustomerServiceInitiatives LoyaltyCardProgramsinIndianRetailing ShoppersStopConsumerLoyaltyProgram

Source: CaseStudiesinCustomerRelationshipManagementVolumeII

DetailedSyllabus TheClassof2010

FourthSemester

32

SuggestedScheduleofSessions Topic Introduction StrategyandOrganizationofCRM MarketingAspectsofCRM AnalyticalCRM OperationalCRM CollaborativeCRM CRMSubsystems ChoosingCRMTool/Softwarepackage CRMSystemsandImplementation ApplicationofCRMinVariousIndustries EthicalIssuesinCRM Total No.ofSessions 1 2 5 5 5 2 4 2 3 3 1 33

DetailedSyllabus TheClassof2010

FourthSemester

33