BA8003 CUSTOMER RELATIONSHIP MANAGEMENT mba-syllabus-subject-notes-pevious-year-questions-papers-bank
COURSE OBJECTIVE:
To understand the need and importance of maintaining a good customer relationship.
COURSE OUTCOME :
To use strategic customer acquisition and retention techniques in CRM.
UNIT I INTRODUCTION 9
Definitions - Concepts and Context of relationship Management – Evolution - Transactional Vs
Relationship Approach – CRM as a strategic marketing tool – CRM significance to the
stakeholders.
UNIT II UNDERSTANDING CUSTOMERS 9
Customer information Database – Customer Profile Analysis - Customer perception, Expectations
analysis – Customer behavior in relationship perspectives; individual and group customer’s -
Customer life time value – Selection of Profitable customer segments.
UNIT III CRM STRUCTURES 9
Elements of CRM – CRM Process – Strategies for Customer acquisition – Retention and
Prevention of defection – Models of CRM – CRM road map for business applications.
UNIT IV CRM PLANNING AND IMPLEMENTATION 9
Strategic CRM planning process – Implementation issues – CRM Tools- Analytical CRM –
Operational CRM – Call center management – Role of CRM Managers.
UNIT V TRENDS IN CRM 9
e- CRM Solutions – Data Warehousing – Data mining for CRM – an introduction to CRM software
packages.
TEXTBOOKS
1. G.Shainesh, Jagdish, N.Sheth, Customer Relationships Management Strategic Prespective,
Macmillan 2005.
2. Alok Kumar et al, Customer Relationship Management : Concepts and applications, Biztantra,
2008
REFERENCES
1. H.Peeru Mohamed and A.Sahadevan, Customer Relation Management, Vikas Publishing
2005.
2. Jim Catheart, The Eight Competencies of Relatioship selling, Macmillan India, 2005.
3. Assel, Consumer Behavior, Cengage Learning, 6th Edition.
4. Kumar, Customer Relationship Management - A Database Approach, Wiley India, 2007.
5. Francis Buttle, Customer Relationship Management : Concepts & Tools, Elsevier, 2004.
6. Zikmund. Customer Relationship Management, Wiley 2012 .
7. Mohammed Hp/Sagadevan.A Customer Relationship Management- A step by step approach,
Iedition.
8. G.Shainesh, J.Jagdish N Seth. Customer Relationship Management.
COURSE OBJECTIVE:
To understand the need and importance of maintaining a good customer relationship.
COURSE OUTCOME :
To use strategic customer acquisition and retention techniques in CRM.
UNIT I INTRODUCTION 9
Definitions - Concepts and Context of relationship Management – Evolution - Transactional Vs
Relationship Approach – CRM as a strategic marketing tool – CRM significance to the
stakeholders.
UNIT II UNDERSTANDING CUSTOMERS 9
Customer information Database – Customer Profile Analysis - Customer perception, Expectations
analysis – Customer behavior in relationship perspectives; individual and group customer’s -
Customer life time value – Selection of Profitable customer segments.
UNIT III CRM STRUCTURES 9
Elements of CRM – CRM Process – Strategies for Customer acquisition – Retention and
Prevention of defection – Models of CRM – CRM road map for business applications.
UNIT IV CRM PLANNING AND IMPLEMENTATION 9
Strategic CRM planning process – Implementation issues – CRM Tools- Analytical CRM –
Operational CRM – Call center management – Role of CRM Managers.
UNIT V TRENDS IN CRM 9
e- CRM Solutions – Data Warehousing – Data mining for CRM – an introduction to CRM software
packages.
TEXTBOOKS
1. G.Shainesh, Jagdish, N.Sheth, Customer Relationships Management Strategic Prespective,
Macmillan 2005.
2. Alok Kumar et al, Customer Relationship Management : Concepts and applications, Biztantra,
2008
REFERENCES
1. H.Peeru Mohamed and A.Sahadevan, Customer Relation Management, Vikas Publishing
2005.
2. Jim Catheart, The Eight Competencies of Relatioship selling, Macmillan India, 2005.
3. Assel, Consumer Behavior, Cengage Learning, 6th Edition.
4. Kumar, Customer Relationship Management - A Database Approach, Wiley India, 2007.
5. Francis Buttle, Customer Relationship Management : Concepts & Tools, Elsevier, 2004.
6. Zikmund. Customer Relationship Management, Wiley 2012 .
7. Mohammed Hp/Sagadevan.A Customer Relationship Management- A step by step approach,
Iedition.
8. G.Shainesh, J.Jagdish N Seth. Customer Relationship Management.
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