Course Outline: Customer Relationship Management

Lecture 1: Introduction to CRM, types of CRM, models of CRM, constituencies of CRM and
misunderstanding about CRM.
Lecture 2: What is relationship, relationship of organizations with suppliers and customers,
customer satisfaction, loyalty & business performance, relationship management theories and
case study related to the topic(s)
Lecture 3: Planning and implementing customer relationship management projects and
developing, selecting and maintaining customer related database
Lecture 4: Data integration, data warehouse, data mining, data interrogation and privacy
issues. Portfolio management, Basic disciplines of CPM, market segmentation, sales forecasting,
activity based costing, lifetime value estimation and seven core customer management strategies.
Case study related to the topic(s)
Lecture 5: Introduction to customer experience, Experiential marketing strategies and tactics,
researching the link between customer experience and CRM.
Lecture 6: Understanding value, sources of customer value, customization and types of
values. Case study related to the topic(s)
Lecture 7: Managing the customer lifecycle from customer acquisition to customer retention
and development.
Lecture 8: What is network, different types of network and managing different networks?
Lecture 9: Managing supplier and partners’ relationship, partners, alliances, benchmarking
partners and sponsors.
Lecture 10: Managing investors and employee relationship; Investor relations, internal
marketing, and employee empowerment. Case study related to the topic(s).
Lecture 11: Information technology and CRM; CRM solutions, integration, knowledge
management, automatic workforce.
Lecture 12: Salesforce automation and functionality and case study related to the topic(s).
Lecture 13: Marketing and service automation.
Lecture 14: Organization issues and CRM, report submission and presentation.

Text Book: Customer relationship management; concepts and technologies by

Francis Buttle , second edition.