BA9256 CUSTOMER RELATIONSHIPS MANAGEMENT Syllabus for 3rd Sem MBA -Marketing Elective-Third semester - Regulation 2009 - Anna University


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 CR 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 Strategie fo 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,  Macmilla2005.
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.
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