Objective The objective of this course is to help students understand the concept and practice of CRM derived from research and applications across businesses. These concepts and applications from real life case studies will help identify opportunities, which can be successfully implemented for long term profitability.
Pedagogy Case discussions, presentations, assignments and lectures.
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 relationship 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 -10%
Case Analysis Presentations - 30%
Group project - 30%
End term exam - 30%
Textbook Textbook - G. Shainesh and Jagdish N Sheth, Customer Relationship Management – A Strategic Perspective’ Macmillan: New Delhi. SESSION PLAN Sessions 1-3 Conceptual Foundations of CRM, Economics of CRM, History & Development, Relationship Marketing to CRM, the Strategic Imperative
Case Study
Sessions 4-8
CRM: Impact on Sales and Marketing Strategy, Customer Segmentation reexamined, Loyalty as a basis of segmentation, Customer Value, CLTV, CRM Technology and Sales
Case Study Sessions 9-12
CRM Application in B2C and B2B markets, Practice of Customer Value Management in Telecom, hospitality, retail and airlines and in durables and automobile markets will be highlighted
Sessions 13-15
CRM Tools, Techniques and Technologies: SFA, Customer Support and Service, Camping Management, Data warehouse & data mining, Component of e-CRM
Sessions 16-18
CRM Implementation: CRM Roadmap, Learning from defections, operational issues in implementation, CRM metrics
Sessions 19-20
Group Project presentations
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 12/05/2011 at 03:34 PM Category: PGDM-II Doctype: Document