CRM-P11

CRM-P11
PGDM 2011-13: Term-V

Course Name: Customer Relationship Management

Credits	3
Faculty Name	Prof H R Umesh & Prof Krishna Das Gupta
Program	PGDM
Class and Term	2011-13 Term V

Course Description

Customer Relationship Management (CRM) is a business strategy for maximizing shareholder value through acquiring, enhancing, and retaining desired customers. This course will examine the concepts, processes, and technologies an organization uses to achieve superior performance through customer knowledge. The course emphasizes methods of accessing knowledge, collaboration among team members, performance measurement and continuous improvement through analysis of results. Corporate scenarios will be used to illustrate best practices.

Course Objective

The course addresses two broad themes: 1) Customer centric value based marketing and 2) customer data analytics. The first theme explores customer relationship management, customer lifecycle, customer profitability. The second part emphasizes on analysis of data.

Students Learning Outcomes
After going through this course the students will be able to
· The course intends to build knowledge of a rapidly emerging marketing arena-customer centric marketing which is the beginning of a new business paradigm.
· To emphasize the importance of customer lifecycle and customer valuation in CRM decisions.
· To expose participants to various commonly used modeling and data mining techniques.

Required Text Books and Reading Material

CUSTOMER RELATIONSHIP MANAGEMENT by MAKKAR Publisher: McGraw-Hill (TMH) (2011)

Pedagogy

Mix of lecture sessions Case discussions and presentations.

Group Project
Option 1 - Identify any organization which is practicing some form of CRM. Start working with them to understand the objectives, strategy, structure and process of relationship management. Identify the key issues they faced in implementation especially related to financial and marketing evaluation of the program. Interview some customers of this organization to understand the customer perspective.

Option 2 – Choose any topic in CRM and write a paper based on literature review.

Evaluation
Quiz -20 marks (10+10)

Case Analysis Presentations/Practical - 20marks (10+10)

Group project - 20 marks (10+10)

End term exam - 40marks (20+20)

Session Plan

Session Number Topics/Activities Reading/case list etc.

Sessions 1-3 History & Development of Relationship paradigm, Introduction and CRM Framework

Sessions 4-6 Economics of CRM: Customer Acquisition, Customer Profitability, Customer Lifetime Value, CRM metrics Case Study

Sessions 7-9 CRM: Impact on Sales and Marketing Strategy, Customer Segmentation reexamined, Loyalty as a basis of segmentation

Sessions 10-11 CRM Application in B2C and Key Account Management , Practice of Customer Value Management in Telecom, hospitality, retail and airlines and in durables and automobile markets will be highlighted Case Study

Sessions 12-13 Campaign Management, Sales Force Automation, operational issues in implementation of CRM CRM Roadmap, Learning from defections.

Session 14-16 The Role of Information Technology,
Building CRM Data Warehouse and Info Structure Case study and lab

Session 17-20 Learning from data
CRM Analytics Case study and lab

Additional Recommended Readings
Roland Rust, Valarie A. Zeithaml ,and Katherine N. Lemon (2004), “Customer-Centered Brand Management,” Harvard Business Review, September, pp. 110-118.

Fournier, S, Dobscha, S, and Mick, D. G. 'Preventing the Premature Death of Relationship Marketing', Harvard Business Review, January - February 1998, pp. 42-51.

Parvatiyar, A and Sheth, J.N. (2001), “Conceptual Framework of Customer Relationship” in Customer Relationship Management – Emerging Concepts, Tools and Applications, Sheth, J.N., Parvatiyar, A. and Shainesh, G., Eds., New Delhi: Tata McGraw Hill, pp. 3-25.

Juttner, U. and Wehrli, H. P., 'Relationship Marketing from a Value System Perspective', in Adrian Payne (Ed.), Advances in Relationship Marketing, Kogan Page, 1997, pp. 223-246.

Shainesh, G., and Ramneesh, M., (2000), 'Status of Customer Relationship Management in India - A Survey of Service Firms', Hosted on the Academic Papers Section of the CRM Forum Website, http://www.crm-forum.com /academy

Millman, T.,'Key Account Management in Business -to-Business Markets', in Adrian Payne (Ed.), Advances in Relationship Marketing, Kogan Page, 1997, pp. 133-144.

Reichheld, F. F., 'Learning from Defections', Harvard Business Review, March-April 1996, pp. 56-69.

Created By: Debasis Mohanty on 08/14/2012 at 03:02 PM
Category: PGDM-II Doctype: Document

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Session Number	Topics/Activities	Reading/case list etc.
Sessions 1-3	History & Development of Relationship paradigm, Introduction and CRM Framework
Sessions 4-6	Economics of CRM: Customer Acquisition, Customer Profitability, Customer Lifetime Value, CRM metrics	Case Study
Sessions 7-9	CRM: Impact on Sales and Marketing Strategy, Customer Segmentation reexamined, Loyalty as a basis of segmentation
Sessions 10-11	CRM Application in B2C and Key Account Management , Practice of Customer Value Management in Telecom, hospitality, retail and airlines and in durables and automobile markets will be highlighted	Case Study
Sessions 12-13	Campaign Management, Sales Force Automation, operational issues in implementation of CRM CRM Roadmap, Learning from defections.
Session 14-16	The Role of Information Technology, Building CRM Data Warehouse and Info Structure	Case study and lab
Session 17-20	Learning from data CRM Analytics	Case study and lab