INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE

Executive Post Graduate Programme in Management

Course Outline

Course Title Customer Relationship Marketing

Background – Businesses aim to win and keep customers. Its competitors also seek to do the
same. Most successful firms have developed capabilities for attracting customers through their
marketing programs. But they have shown mixed results when it comes to retaining these
customers. Customer Relationship Management helps businesses in successfully implementing
strategies aimed at winning and retaining customers profitably. It is also helping businesses shift
from a short-term transaction based mode of operation in their interactions with customers to a
long-term relationship mode.

Objectives – The objective of this course is to help students understand the concept and practice
of CRM derived from research and applications across businesses. These concepts and
applications from real life case studies will help identify opportunities, which can be successfully
implemented for long-term profitability.

Pedagogy – The teaching methodology will include a mix of lectures, discussions, presentations
by practitioners, videos, exercises, case analysis. The cases are integrative in nature but will also
help develop an appreciation of specific elements of CRM.
Each session will require preparation of assigned reading / case and active participation by
students. A significant portion of the performance will depend on student’s contribution to the
class.

Group Project –
Identify any organization, which is practicing some form of CRM. Start working with them to
understand the objectives, strategy, structure and process of relationship management. Identify
the key issues they faced in implementation especially related to financial and marketing
evaluation of the program. Interview some relationship customers of this organization to
understand the customer perspective.

Or
Students are expected to evaluate a contemporary CRM software platform, and understand the
features of the software, and other requirements for implementing the software. Students are
expected to scan through the product brochures and recommend on that is suited best for the
organization of their choice. In the event of participants from companies where CRM solution is
implemented, they are encouraged to scout and find a competing product and list its Merits,
Demerits. Students are required to evaluate the software from business side and not from the
software functionality angle.

Textbook-G. Shainesh and Jagdish N Sheth (2006),’Customer Relationship Management – A

Strategic Perspective’ Trinity Press (Laxmi Publications): New Delhi.
Evaluation Components/Assessment of Student Learning

Assessment Tool Percentage Description

Attendance 15
Case discussions 15
Group project 20
End term 50

Session Plan:
Session Topic coverage Reading/ Case
The Concept of Customer Relationship Management
1-2 − CRM : The Strategic Readings
Imperatives Ch. 1,2, and 3
− Conceptual Foundations of Case
CRM − Angels and Devils: Best Buy’s New
− Building Customer Customer Approach
Relationships − Hilton Hotels: Brand Differentiation
through Customer Relationship
Management (809029-PDF-ENG)
3-4 − Economics of CRM Readings
Ch. 4
Case
− Rosewood Hotels & Resorts:
Branding to Increase Customer
Profitability and Lifetime Value
CRM Application in Consumer and Business Markets
5-6 − CRM in B2C Markets Readings
− CRM in B2B Markets Ch. 5 and 6
Case
− ABB and Caterpillar: Key Account
Management
CRM Tools, Techniques and Technologies
7-8 − Components of eCRM Readings
Solutions Ch. 7, 8, and 9
− Product Offerings in the Case
CRM Market Space − Pilgrim Bank: Customer
− Contact Centers for CRM Profitability

CRM Implementation
9-10 − The CRM Roadmap Readings
− Operational issues in Ch. 10 and 11
implementing CRM Case
− Cineplex Entertainment: The
Loyalty Program
11-12 − Project presentation