Course Outline

Subject: CRM Faculty: Prof.Parag

Amin
Course: PGDM (Marketing)
Semester:
III

Course Objectives:

Content:

Sessio Scope of topic to be covered Teaching

n No: method
proposed

1 CRM Concepts-Customer Acquisition, Class room

Loyalty, and optimizing customer discussion
relationship, need for CRM
2 CRM in Marketing-Cross Selling & Class room
Upselling,Customer retention, Predicting discussion
behavious,Customer profitability & value,
3 Economics of CRM-Market Share Vs Share Class room
of customers, Lifetime Value of customers, discussion
Activity Based Costing for CRM
4 CRM Applications in Consumer & Business Case Study &
Markets-CRM in Services, Product Class room
Markets,CRM in B2B markets discussion
5 Enabling Technologies for CRM-Sales Class room
Force Automation-Business, Call centres discussion
6 e-CRM & its components- Class room
Datawarehousiong & Datamining in CRM discussion
7 Analytical CRM-Data analysis: Market Class room
Basket Analysis (MBA), Click stream discussion
Analysis, Personalization and Collaborative
Filtering
8 CRM Implementation-Defining a CRM Class room
strategy, implementation roadmap, issues discussion
in implementation

1
Evaluation Pattern:

S.N Evaluation mode Percentage of

o marks

1 Theory 60

2 Case Study/Assignments 40
Total
100

Details of Assignments:

S. Title of assignment Break-up of

no marks

1 Case Study Discussion 20

2 Assignment 20

Total
40

Reference Books:

1. CRM A strategic Perspective- G.Shainesh/Jagdish Sheth

2. Jagdish Seth, et al: Customer Relationship
Management
3. Stanley A.Brown: Customer Relationship Management,
John Wiley & Sons, Canada,Ltd

Signature of Director Signature of

Faculty