SVKM’s Narsee Monjee Institute of Management Studies

Name of School - School of Business Management

Common for Bangalore, Hyderabad, Navi Mumbai & Indore Campus
Master of Business Administration – MBA

Program: MBA Trimester /Semester: VI

Course/Module: Customer Relationship Management Module Code:

Teaching Scheme Evaluation Scheme
Lecture Practical Term End
Tutorial Internal Continuous
(Hours (Hours Examinations (TEE)
(Hours Credit Assessment (ICA)
per per (Marks - 40
per week) (Marks - 60)
week) week) in Question Paper)
3 0 0 3 Marks scaled to 60 Marks scaled to 40
Pre-requisite: Nil
Recommended to have studied Core courses covering concepts in Marketing Management
Objectives:
CLOs –
• Appreciate the fundamentals of Customer Relationship Management, including customer
loyalty, customer satisfaction, and retention (PLO1a)
• Apply CRM models in both B2B and B2C (PLO3b)
• Investigate the challenges and strategies for CRM implementation (PLO4b)
• Develop a CRM programme for a business (PLO5c)
Outcomes:
After completion of the course, students would be able to :
• Students should be able to Understand concepts & framework in CRM.
• Students should be able to apply tools & techniques relevant to CRM
• Students should be equipped to design CRM Strategies based on customer
data/information
Detailed Syllabus: (per session plan)
Unit Description Duration
in hours
1 & 2 Introduction to Customer Relationship Management 3
• Appreciate the Criticality of Customer Relationships
• Discuss the Evolution of CRM, the Benefits of CRM, Schools of CRM
• Understand Relationship Building as a Process
• Principles of CRM
• Types and forms of CRM
3&4 Building Customer Centricity 3
• Journey to customer-centric organization
• Market share Vs share of customer
• Customer-centricity model
5&6 Building Customer Relationships: Customer Experience Management 3
• IDIC model
• Mass customization
• Create Customer persona
• Develop Customer journey map
• Experience centric organization
 SVKM’s Narsee Monjee Institute of Management Studies
Name of School - School of Business Management
Common for Bangalore, Hyderabad, Navi Mumbai & Indore Campus
Master of Business Administration – MBA

7&8 Building Customer Relationships: Customer Engagement Management 3

• Creating a fully engaged customer
• Develop Customer engagement strategies
• Approaches towards customer engagement product centric Vs customer
centric
• Customer engagement value framework
9 CRM - Key Account Management 1.5
• Develop a key account management plan
• Understand Customer Life Cycle Management
• Customer Portfolio Management
10 & 11 Customer Satisfaction 3
• Analyze models to develop customer satisfaction
• Measure customer satisfaction
12 & 13 Customer Loyalty Programs 3
• Develop an effective loyalty programme
• Develop customer loyalty
• Measure customer loyalty
14 & 15 Customer Lifetime Value 3
• Importance of Customer lifetime value
• Establish map points as business grows by calculating CLTV
16 CRM Implementation and Reasons for Failure 1.5
• Discuss the challenges and strategies for CRM implementation
• •Evaluate the failure chances in CRM design and implementation
17 & 18 Technologies and tools of CRM 3
Hands-on exposure to Salesforce/Hubspot
19 & 20 Presentation 3
Total 30

Text Books:
• Customer Relationship Management Emerging Concepts, Tools and Applications Jagdish N Sheth ,
Parvatiyar Atul , G Shainesh McGraw Hill Education, 2022
Reference Books:
• Customer Relationship Management- A Strategic Perspective, Jagdish Seth, Shainesh Kumar, Laxmi
Publications 2007
• Why CRM Doesn’t Work, Frederick Newell, John Wiley, 2003.
• Managing Customers for Profit, V. Kumar, Pearson, 2008.
• What the Customer Wants You To Know, Ram Charan, Penguin, 2007.
• Nuts and Bolts of CRM, Dhruv Nath, McGraw, 2005.
• Customers for Life, Jagdish Seth and Andrew Sobel, Simon and Schuster, 2000.
• Customer Relationship Management, Dr Mallika Srivastava, Vikas Publishing, 2016
• The Experience–Centric Organization: How to win through customer experience, Simon
Clatworthy, O′Reilly, 2019
 SVKM’s Narsee Monjee Institute of Management Studies
Name of School - School of Business Management
Common for Bangalore, Hyderabad, Navi Mumbai & Indore Campus
Master of Business Administration – MBA

• Profitable customer Engagement, Concept, Metrics, and Strategies, V Kumar , 2013

Any other information:

Total Marks of Internal Continuous Assessment (ICA): 60 Marks
Distribution of ICA Marks:
Description of ICA Marks
Group Project 20
Case Analysis 20
Group Assignment 10
Quiz/Test/Viva 10
Total Marks : 60
End Term: Written exam

_________ ____________
Signature Signature
(Prepared by Concerned Faculty/HOD) (Approved by Dean)