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CRM Roll Out for MBA (Marketing spl) 2017-19

SUBJECT
CODE: 312 COURSE: MBA
MKT
SEMESTER
TOTAL HRS: 30
:III
Faculty- Dr Yogesh Mahajan

The objectives: This course is intended for building an understanding of the crm concepts, techniques and skills required for
effective decision making in the areas of sales, marketing and and customer service by marketing sutents..

Core text book for Reading:


CRM- Concepts and Technologies by Francis Buttle and Stan Malkan
CRM-A Strategic Aprroach to Marketing by Kaushik Mukherjee, PHI
Reference book for Reading:
Customer Relationship Management – Perspectives from the Marketplace by Simon Knox, Stan Maklan, Adrian Payne, Peppard and
Lynette Ryals, Elsevier.
CRM by Jagdish Sheth and Atul Parvatiyar, Response Books, Mcgraw Hill Pub

Pedagogy: Lectures, Case- Studies, Research Papers, Presentations

Durati
No. of Assess
S.N Topic on(hrs Session Objectives Session Methodology ment L T Planned Dates

P
Sessions
)

1 Fundamentals of CRM

Understanding Discussion +ppt +White


1.1 3 What is Relationships board 2 1
Relationships

24-07-2017 to
08-08-2017
Create CRM understanding, Discussion +ppt +White 1 24-07-2017 to
1.2 Introduction to CRM 3

1
Types of CRM board+video on CRM 08-08-2017

CRM from strategy to Discussion


Research Paper

1
implementation by Payne, Frow

2 2 Managing the Customer Life Cycle

Customer Acquistion, Cstomer Discussion +ppt +White 2


2.1 Customer Acquistion 2 Value board

Customer Retention and Discussion +ppt +White


2.2 3 Retention strategies board 2 1
Decelopment
09-08-2017 to
15-08-2017

2.3 Case Study -Tudor House 1 Case Study Discussion


1
HBR Review 1 Avoiding the four perils of CRM Discussion

Presentations To able to understand retention Presentation on


retention strategies of 20

2
strategies of companies different companies marks

3 3 CRM Mechanics
Customer Database, Data Discussion +ppt +White
3.1 CRM Enablers 2 Integration, Data Mining board 2

3.2
Customer Portfolio
1 Portfolio, Activity Based Costing Discussion
board
+ppt +White 1 1
Management
16-08-2017 to
22-08-2017

Meaning of Customer Discussion +ppt +White 1


3.3 CRM and CEM 2 Experience board

3.4 Research Paper 1 Making CRM work Discussion

1
4 4 Managing Networks for CRM

Business Discussion +ppt +White 1


Networks board

What is a Network? Types of Discussion +ppt +White


4.1 Management of Networks 6 Networks, Management of board+video on CRM 3

1
Networks networks

28-08-2017 to
07-09-2017
28-08-2017 to
07-09-2017

Case Study-Shoppers Stop Case Study Discussion 1

Assignment on Business 10
Assignment
Networks marks

5 5 Organizational Issues and CRM

Organizational Issues and Discussion +ppt +White


5.1 board 1
CRM

Organizational roles and CRM, 09-09-2017 to


Employee Relationship Strategic goals of CRM, KAM, Discussion +ppt +White 18-09-2017
5.2 5 1 1

1
Management Employee Relationship board
Management

Case Study- Cisco 1 Case Study Discussion 1

Test 15

1
marks

Total Cotact Hrs. for


30
Lecture (L)=

Total Cotact Hrs. for 4


Tutorial (T)=
Total Cotact Hrs. for 0
Practice(P)=
Total Contact Hrs. 45
(L+T+P)=