NATIONAL UNIVERSITY OF MODERN LANGUAGES Faculty of Management Sciences COURSE OUTLINE

MSBA1st, MBA 5th-Semester

Course Title: Customer Relationship Management Course Code: Credit Hours: 3+0 Course Instructor: Prerequisites: Principle of Marketing [A South Asian Edition] Research Methodology Textbooks (or Course Materials) with Edition:
1. William Zikmund, Raymond Mcleod, Jr., & Faye W. Gilbert (2003). Customer Relationship Management: Integrating Marketing Strategy and Information Technology (Recommended). 2. Simon Knox, Stan Maklan, Adrian Payne, Joe Peppard, Lynetter Ryals (2003).The Customer Relationship Management. Perspective forms the marketplace. Butterworth-Heinemann. Oxford.(References book for case studies) Reference Material: Research articles of Harvard Business Review, case studies from reference book

Course Description
Customer relationship management (CRM) is one of the hot topics in marketing and information systems today. Customer relationship management is a business strategy that provides the enterprise with a complete, dependable, and integrated view of its customer base. A CRM system brings together lots of pieces of information about customers, sales, market trends, marketing effectiveness and responsiveness. CRM helps companies improve the profitability of their interactions with customers while at the same time making those interactions appear friendlier through individualization. CRM's purpose is to enhance customer satisfaction and retention by alignment of customer business processes with technology integration. As the Internet and digital technology change the ways business is conducted, the academic disciplines of information technology and marketing are merging. As a result, experiments with new and modified courses are being taught at many innovative universities at the forefront of this change.

Course Objectives:
To develop an integrated view of the customer base, successful executives must understand both marketing concepts and information system architecture. This 1

groundbreaking book explores the emerging field of customer relationship management (CRM) from the crossroads of marketing strategy and information technology. Business students and executives will appreciate both the treatment of relevant marketing and information systems concepts and the coverage of practical techniques for the creation of a successful CRM system.

Course Outcomes: To acquaint the students with the concept of Customer relationship Management To familiarize the students with the significance of CRM To analyze the CRM role in success of business To integrate the customer dimension in business activities. Able to know the strategic perspective of CRM Assessment Instrument with Weights Midterm 30% End term 50% Internal evaluation 20% (5 quizez, 5 assignments, viva voice).

Week # 1.

Lecture #

TOPICS TO BE COVERED

1. Introduction to CRM with Reference to Marketing and business environment 2. The Nature of CRM: Potential returns of system, Potential returns & cost of CRM to organization
A Strategic Framework for CRM Strategy development, value creation

3. -A Strategic Framework for CRM Channel and Media Integration, information management, 2.
Performance Assessment (Reference Book) Understanding customer preferences 4. -Identifying customer differences, demographic segmentation variables, behavioural patterns Information Technologies & Collecting Customer Data 5. - IT & CRM, CRM architecture, computer architecture, closed-loop data etc Information Technologies & Collecting Customer Data 6. - IT & CRM, CRM architecture, computer architecture, closed-loop data etc CRM Data Warehouse 7. -Data Warehouse & Data Marts, Data warehouse architecture etc. CRM Data Warehouse 8. -Data Warehouse & Data Marts, Data warehouse architecture etc. Customer Loyalty 9. - Perspective of Brand loyalty, Factors that affect customer loyalty etc. Customer Loyalty 10. - Perspective of Brand loyalty, Factors that affect customer loyalty etc. Customer Retention Strategy 11. -The evolution of relationship marketing programs 12 The complete CRM for retaining customer

3.

4.

5.

6. 7.

13. Revision 14. Revision MID TERM EXAMS MID TERM BREAK 2

8.

15. -Strategy Development Process - Competitive strategy, Customer strategy 16. Case study 3.1: A fruitful passion for Orange 17. Winback strategies, acquisitions
-Winback and Acquisition Strategies -Winback and Acquisition Strategies Winback strategies, acquisitions Building the value proposition for target customers (reference book) Case study 4.1: Friends First: Building the customer centric organization Measuring Customer Loyalty The value of measuring customer satisfaction Channel and Media Integration Process (reference book) Case study 5.1: Wesleyan Assurance Society Channel and Media Integration Process (reference book) Case study 5.1: Wesleyan Assurance Society -Information Management Process (reference book) Case study 6.1: The Derbyshire Building Society: Putting the customer at the heart of business -Information Management Process (reference book) Case study 6.1: The Derbyshire Building Society: Putting the customer at the heart of business Performance Assessment Process; CRM Investment and Shareholder value - Case study 7.1: Sears, Roebuck and Company Performance Assessment Process; CRM Investment and Shareholder value - Case study 7.1: Sears, Roebuck and Company Issues for Implementing CRM Systems -Potential implementation problems Issues for Implementing CRM Systems -Potential implementation problems

Strategy Development Process Business Strategy (Reference Book)

9. 18. 10. 11. 22. 23. 12. 24. 25. 13. 26. 27. 14. 28. 19. 20. 21.

END TERM EXAMS