JAIPURIA INSTITUTE OF MANAGEMENT

1. Course Information
Post Graduate Diploma in Management
Course Code and title MKT 502 Customer Relationship Management
Credits 3
Term and Year V Term, AY 2020-21
Course Pre-requisite(s) Fundamentals of Marketing; MM
Course Requirement(s) NA
Course Schedule (day and time of class) As scheduled by PMC
Classroom # (Location) As allocated
Course Instructor Instructor’s Name
Course Instructor Email Instructor ’s Mail ID
Course Instructor Phone (Office) Faculty’s extension number
Student Consultation Hours As offered by faculty
Office location Designated Cabin

2. Course Overview
Customer Relationship Management (CRM) is not just a marketing initiative; it has become a
strategic initiative in most companies today. Therefore, the study of CRM has become
imperative for aspiring management professionals. The basic purpose of this course is to
acquaint students with the conceptual foundations of CRM, examining industry practices and
discussing the relevant issues in implementation of CRM. It also addresses the significance of
CRM as a field of practice and its salience for business entities, social institutions as well as
community at large. During the course of studying CRM, students are expected to
comprehend and critique the principles, models, and strategies of CRM. They are also
expected to understand and manage customer life cycle, technology in CRM, the issues in
implementation of CRM as well as it applications across industries such as banking, retail,
insurance, hospitality etc.

3. Course Learning Outcomes (CLO)

At the end of the course, the students should be able to:

CLO1: Use concepts fundamental to managing customer relationships (Apply-
Metacognitive)
CLO2: Integrate the impact of Technology on delivery of CRM (Analyze-Procedural)
CLO3: Judge the best practices of CRM (Evaluate-Procedural)

4. Mapping of CLOs with PLOs** and GAs*

List of PLOs
PLO1: Communicate effectively
PLO2: Demonstrate ability to work in teams to achieve desired goals
PLO3: Reflect on business situations applying relevant conceptual frameworks

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 PLO4: Evaluate different ethical perspectives
PLO5: Comprehend sustainability issues
PLO 6: Exhibit innovative and creative thinking

  PLO-1 PLO-2 PLO-3 PLO-4 PLO-5 PLO-6

CLO1 M

CLO2 I

CLO3 R

* ‘I’- Introduce, ‘R’- Reinforce and ‘M’- Mastered

* CLO1 maps exactly with a PLO3 and Assessment component ‘End Term Exams’ be used for
preparing AOL Report

List of GAs
GA 1: Self-initiative
GA 2: Deep discipline knowledge
GA 3: Critical thinking and Problem solving 
GA 4: Humility, Team-Building and Leadership Skills
GA 5: Open and Clear Communication
GA 6: Global outlook
GA 7: Ethical competency and sustainable mindset
GA 8: Entrepreneurial and innovative

GA 1 GA 2 GA 3 GA 4 GA 5 GA 6 GA 7 GA 8

CLO1 X X

CLO2 X

CLO3 X

5. References and Readings

References:

 Customer Relationship Management, Dr. Jaspreet Kaur Bhasin, KLSI, Publisher:

Dreamtech Press
 Shainesh, G. &Sheth J.N. (2006).Customer Relationship Management: A Strategic
Perspective. New Delhi: Macmillian.
 Godson Mark, (2009). Relationship Marketing, Oxford New Delhi: University Press.
(Referred hereafter as MG)
 Kumar, A., Sinha, C. & Sharma, R. (2008). Customer Relationship Management –
concepts and applications. New Delhi: Biztantra. (Referred hereafter as KSS)
 Peppers, D. & Rogers, M. (2004) Managing Customer Relationships, Hoboken, NJ: John
Wiley & Sons: Inc.

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 Customer Mania! It's Never Too Late to Build a Customer-Focused Company by Kenneth
Blanchard , Jim Ballard , Fred Finch (Contributor): Free Press

Readings:

 Blue Dart: Providing Customer Satisfaction @ Express Speed 

 Beyond the Go Daddy: Customer driven innovation in a connected world 
 Customer Care rests on your last FB post 
 Customer Loyalty Programmes that work
 Deliver Better value to your customers through business transformation
 Enterprise Ethos
 Discounts are not the only way to acquire customers- Jabong
 How Uber, Airbnb and Etsy attracted their first 1000 customers
 Going for the Goal- The human psychology of rewards
 Moments of Truth- Digital Phenomena
 Indians are the most Abusive customer 
 Want to keep customers coming back? Invite their participation 
 What Loyalty? High end customers are first to flee 
 Can Customer Reviews be managed 
  Opportunities for India's Travel Industry
 Reimagining Customer Journeys – Uber

6. Flipped Videos:
The instructor would share 5-10 flipped videos/reading material related to contemporary
topics*:
S.No. Session Details Topic
1 Pre session 2 Determinants of Relationship
2 Pre session 5 Customer Journey Mapping
3 Pre session 7 Customer Life time value
4 Post Session 8 Customer Experience Management
5 Post session 14 Sales Force Automation
Note: List of flipped videos may be selected by faculty as per their strength and comfort, as
this is going to be their first attempt at this tool

Online Live streaming of one session:

S.No. Session Details Topic

1 Session 5 Managing Customer Life Cycle
 Why CRM Implementations Fail.

7. Assessments
Assessment Description Weightage CLO
Item
Quizzes There will be 2/3 quizzes of MCQ(s), open 20% 1 (only
ended questions and fill in the blank(s) type for
and best 2 will be considered grading)
Pre/In/beyond class: In/beyond class
Mode of Sharing Feedback: Moodle grades

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Project Report This is a group activity. Each group would be 10% 3 (only
and Group allocated an industry by the faculty. The group Report for
Presentation members are required to select two companies grading)
in the given industry and analyze the CRM +
practices of these companies. The report 10% ppt
should include the following:
1. A comparative assessment of the
practices followed by each company
Brief background of the two companies.
2. CRM practices adopted in each
company.
3. Implementation and measurement of
CRM strategy in the above firms
4. CRM Software tools used by them.
5. Suggestions to enhance the CRM
effectiveness in the selected companies.

Pre/In/beyond class: Beyond class

Mode of Sharing Feedback: Rubric and
Assessed Project Report
Data should be collected from primary and
secondary sources. At the end of the course
each group needs to present their project work.
In the presentation, each group would present
the project work done by them. Presentations
would be evaluated on the basis of content,
structure, verbal communication and creativity
in presenting the subject matter, and Quality of
Analysis and Conclusion.
Pre/In/beyond class: Pre and In class
Mode of Sharing Feedback: Immediate
feedback by faculty and Rubric
Sl. Description of Important
No. activity dates

1. Submit the name 3rd session

of the company
selected by you

2. Progress Report 10th session

3. Report 19th session

4. Presentation 21st and 22nd

sessions

Assignment Case Study Analysis of allocated Business 20% 2 (only

Pre/In/beyond class: In class for
Mode of Sharing Feedback: as per Rubric grading)

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 End-term This will be a combination of cases; 40% 1 (only
examination application based situational questions and for
conceptual questions. grading)
Pre/In/beyond class: Beyond Class
Mode of Sharing Feedback: Showing of
Assessed Answer Sheets

8. Assessments and CLOs

Assessment CLO1 CLO2 CLO3

Component Use concepts Integrate the impact of Judge the best practices
fundamental to Technology on delivery of CRM (Procedural)
managing customer of CRM (Procedural)
relationships

Quiz X

Written Project X
Report +
Presentation

Assignment X

End Term X

9. Session Plan

Session Topic Pedagogy Readings/Chapter CLO

No., Pages

Module 1: Conceptual Framework

 Discussion of Course Outline Lecture and Discussion 1

 Formation of groups for project Discussion
 Introduction to CRM – Evolution, (Post session read)-
1. relevance, definition and types Blue Dart: Providing
Customer
Satisfaction @
Express Speed 

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Session Topic Pedagogy Readings/Chapter CLO
No., Pages

Relationship Marketing Lecture and Case: Loyalty Card 1

Discussion Programs in India
 Difference Between Transaction Retailing
Marketing And Relationship Reading of
Marketing Case ( Pre read session 2) -
 Determinants of Relationship Beyond the Go
Daddy: Customer
driven innovation in
2. a connected world 

(Post read session 2)

- Customer Care
rests on your last FB
post 

 Relationship building as a process Lecture and Discussion 1

(IDIC model) Discussion
 Ladder of Loyalty Instructor Notes

(Pre read for

3. session 3) -
Customer Loyalty
Programmes that
work

Module 2: Customer Life Cycle Management

Customer Value: an integral part of Lecture and Discussion 1

CRM and the start of managing CLC Discussion
(Post read session 4)
- Deliver Better value
4. to your customers
through business
transformation

5. Lecture and Discussion 1

Discussion
Managing Customer Life Cycle Reading : 1

Customer Life

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Session Topic Pedagogy Readings/Chapter CLO
No., Pages

Customer Journey Mapping Cycle Management

 (Class discussion 
session 5)  Enterprise
Ethos

Customer Lifetime Value Lecture and Discussion 1

Discussion
Bh/Ch. 8, Pp. 111-
112
6. SS/ Ch. 4, Pp. 52-
55 and KSS/Ch. 2.
Pp. 62-70

Lecture and  (Pre read session 6) 1

Discussion Discounts are not the
only way to acquire
Reading and customers- Jabong
Acquisition Management Case Study
( Pre read session 6)
7. How Uber, Airbnb
and Etsy attracted
their first 1000
customers

( Post read session 6)

Moments of Truth-
Digital Phenomena
Customer Retention Lecture and Discussion 1
Discussion
 Customer Service
 Role of Social Media in customer
service, service recovery &
8. retention
 Customer Experience Management
for enhancing overall customer
satisfaction
 Role of Technology in augmenting
customer experience

 Service Recovery Lecture and Discussion 1

 Customer Retention Discussion
9.

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Session Topic Pedagogy Readings/Chapter CLO
No., Pages

Churn analysis and prediction Lecture and Instructor’s Notes 1

10. Discussion

Customer Complaint Management Lecture and Discussion 2

System Discussion
11. (Class discussion
Reading session 11) Indians
are the most Abusive
customers 
Measuring Customer Satisfaction and Lecture and Case Study: 1
loyalty Discussion
(Post read session
Monitoring and measuring the Case and 12)Want to keep
effectiveness of CRM to enhance Reading customers coming
back? Invite their
12. customer satisfaction and increase
participation 
company’s profitability
(Class discussion
Comparison of CSAT with NPS
session 12) What
Loyalty? High end
customers are first to
flee 
Module 3: Technology in CRM

Use of Technology in CRM Lecture and Discussion 1

Discussion
E-CRM (Post read session
13) Can Customer
Reviews be managed 
13. Reading  
(Post read session 13)
Opportunities for
India's Travel
Industry

eCRM Demo/Industry practices in Demo (Guest 2

14. CRM session)

15. Operational CRM Lecture and Case Study : 1

Discussion
 Contact Centre (Post read session
o SLAs/KRAs Case 14) Reimagining
o Lead Generation Customer
o Sales Management Journeys - Uber
o Service Management

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 Session Topic Pedagogy Readings/Chapter CLO
No., Pages

o Marketing Function
o HRMS
Video
 Sales Force Automation

Analytical CRM Lecture and 2

16.  Overview of Data warehousing & Discussion
Data Mining

Module 4: CRM Implementation

Choosing CRM Tools / Software Lecture and 3

Discussion
Package Discussion
 Shortlisting prospective CRM
vendor (Guest session)
17.  Setting evaluation criteria for Reading :
the appropriate CRM package
 Steps in Implementation Why CRM
process Implementations
 Issues in implementing a Fail.
technology solution for CRM
A comparative assessment of the Discussion All
18. practices. /Presentation Project Work
by Students

Integrative Case for CRM in Different Discussion Case Study : To be All

19.
Sectors shared later

 Issues in CRM Lecture and 1

- Issues and concerns Discussion Discussion
20. - Customer privacy laws and
regulations Reading
 Emerging trends in CRM

10. Rubrics for CLO’s Assessment

A. Assignment:
CLO 2: Integrate the impact of Technology on delivery of CRM (Procedural)
PO4 : Evaluate different ethical perspectives
Traits Below Expectations Meets Expectations Exceeds Expectation
(0-4) ( 5-7) ( 8-10)
Identify Little or no recognition Identifies ethical issues with Identifies multiple ethical
ethical issues of pertinent ethical some discussion of the most issues with complete
issues in a given important applicable values. discussion of the values and
situation. a framework for resolution.

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Propose Identifies only one
ethical course of action to
alternatives to consider with little or no
resolve ethical discussion of the pros
issues and cons of the proposed
solution.
Arguments for positions
are weak or incomplete.
Identifies a wide set of
alternatives with more
complex discussion of the
merits of each.
Provides logical and thorough
arguments focusing primarily
on supporting the conclusion.
Implications of decision are
also discussed.
Identifies a wide range of
viable alternatives;
discusses assumptions and
implications of possible
actions.
Clarifies values and trade‐
offs made in reaching a
conclusion.
Demonstrates an
understanding of how the
decision will affect the
various stakeholders.

B. Group Project
CLO3: Judge the best practices of CRM
PLO2: Demonstrate ability to work in teams to achieve desired goals.

Traits Below Expectations Meets Expectations Exceeds Expectation

(0-4) (5-7) ( 8-10)

Working with Rarely listens to, shares Usually listens to, shares, Almost always listens to,
others with, and supports the with, and supports the shares with, and supports the
efforts of others. efforts of others. efforts of others.

Often is not a good team Tries to keep people working

player well together.
Contribution Rarely provides useful Usually provides useful Routinely provides useful
ideas when participating ideas when participating in a ideas when participating in a
in a group task. group task. group task.

May refuse to participate
Attitude Is often publicly critical
of the project or the work
of other members of the
group.
Is often negative about
the task(s)
A strong group member who
tries hard
Is rarely publicly critical of
the project or the work of
others.
Often has a positive attitude
about the task(s)
A leader who contributes a lot
of effort
Is never publicly critical of the
project or the work of others.
Always has a positive attitude
about the task(s)

C. End Term Exams: (To be used for writing AOL)

CLO 1: Use concepts fundamental to managing customer relationships.

PO3 : Reflect on business situations applying relevant conceptual frameworks

Traits Below Expectations Meets Expectations Exceeds Expectation

( 0-4) (5-7) (8-10)

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 Select and Has limited knowledge Selects and uses relevant Selects and uses relevant
Use Relevant on selecting and using concepts and frameworks. concepts and frameworks.
Concepts and relevant concepts and Requires minimal assistance Needs no assistance in
Frameworks frameworks. Requires in choosing relevant selecting relevant concepts
extensive assistance in concepts and frameworks. and frameworks.
selecting relevant
concepts and
frameworks.

Institute’s Policy Statements

It is the responsibility of every student to be aware of the requirements for this course, and
understand the specific details included in this document. It is emphasized that this course
requires a significant commitment outside of formal class contact.  The learning tasks in this
course may include classes (lectures or seminars), required reading, the preparation of
answers to set questions, exercises and problems, and self-study. In addition, students may be
required to complete an assignment, test or examination.

LMS-Moodle/Impartus:

LMS-Moodle/Impartus is used to host course resources for all courses. Students can
download lecture, additional reading materials, and tutorial notes to support class
participation.

 Late Submission

Assessment tasks submitted after the due date, without prior approval/arrangement, will be
not be accepted. Requests for extension of time must be made with the faculty member
concerned and based on Special Consideration guidelines. 

 Plagiarism:

Plagiarism is looked at as the presentation of the expressed thought or work of another person
as though it is one's own without properly acknowledging that person. Cases of plagiarism
will be dealt with according to Plagiarism Policy of the institute. It is advisable that students
should read appropriate Section of Student Handbook for detailed guidelines. It is also
advisable that students must not allow other students to copy their work and must take care to
safeguard against this happening. In cases of copying, normally all students involved will be
penalized equally; an exception will be if the student can demonstrate the work is their own
and they took reasonable care to safeguard against copying.

 CRM Footnotes :
A. What Should Students Learn :
Key concepts of Customer Relationship Management, How an understanding of CRM
as a practice, can be leveraged.
B. What students are prepared for
Customer Relationship Management, Customer Service, Customer Experience
Management
C. What should students become

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 Relationship Manager, Customer Service Managers

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