BA9256 CUSTOMER RELATIONSHIPS MANAGEMENT Syllabus for 3rd Sem MBA -Marketing Elective-Third semester - Regulation 2009 - Anna University
BA9256 CUSTOMER RELATIONSHIPS MANAGEMENT LT P C
3 0 0 3
UNIT I INTRODUCTION
9
Definitions - Concepts
and Context of relationship Management – Evolution - Transactional Vs
Relationship Approach – CRM
as a strategic marketing tool – CRM significance to the
stakeholders.
UNIT II UNDERSTANDING CUSTOMERS
9
Customer information Database – Customer Profile Analysis - Customer perception, Expectations analysis – Customer behavior in relationship perspectives; individual and group
customer’s - Customer
life time value – Selection of Profitable customer
segments.
UNIT III
CRM STRUCTURES
9
Elements of CRM – CRM Process – Strategies for Customer acquisition – Retention and
Prevention of defection – Models of CRM – CRM road map for
business applications.
UNIT IV CRM PLANNING AND IMPLEMENTATION 9
Strategic CRM planning process – Implementation issues – CRM Tools- Analytical CRM –
Operational
CRM
– Call center
management – Role of CRM
Managers.
UNIT V TRENDS IN CRM 9
e- CRM Solutions – Data Warehousing – Data mining for CRM – an introduction to CRM
software packages.
TEXT BOOKS
TOTAL:45 PERIODS
1. G.Shainesh, Jagdish, N.Sheth, Customer Relationships Management Strategic
Prespective, Macmillan 2005.
2. Alok Kumar et al, Customer
Relationship Management : Concepts and applications,
Biztantra, 2008
REFERENCES
1. H.Peeru Mohamed and A.Sahadevan, Customer Relation Management, Vikas Publishing
2005.
2. Jim Catheart, The Eight Competencies of Relatioship selling, Macmillan India, 2005.
3. Assel, Consumer Behavior, Cengage Learning, 6th Edition.
4.
Kumar, Customer
Relationship Management - A Database Approach, Wiley India, 2007.
5. Francis Buttle, Customer
Relationship Management : Concepts & Tools, Elsevier, 2004.
