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Many firms recognise the importance of establishing and sustaining mutually beneficial relationships with customers, and have developed customer relationship management (CRM) strategies. In this course, we examine CRM as a business strategy that integrates internal processes and external networks to create and deliver value for targeted customers and for the organisation. We will take a broader view of 'marketing' than just designing a product, advertising, pricing and distributing it to consumers. It examines the role that stakeholders, such as internal staff, suppliers and influence groups, play in shaping relationships with customers.

3. Required Text Books and Reading Material

· Customer Relationship Management: Concepts and Techniques ( 3rd Edition) – Francis Buttle and Stan Maklan
· CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers - Paul Greenberg
· Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know - Mark Jeffery
· HBR Articles and Case Studies outline above

4. Tentative Session Plan

Session Number	Topics/Activities	Reading/case list etc.
1	Customer Relationship Management – an introduction - Development of Customer Relationship Marketing. - Benefits of CRM
2	Customer Relationship Management – an introduction - Classification of CRM – Strategic, Operational, Analytical, Collaborative - Models of CRM – IDIC, QCi, Payne, Gartner
3	Understanding Relationships - Transactional vs Relationship Marketing - CRM vs Relationship Marketing - Type of Relationships in Business	HBR Article: July 2014 Unlock the Mysteries of Your Customer Relationships: Jill Avery, Susan Fournier and John Wittenbraker
4	CRM – People, Processes, Technology - CRM as an integrated Business Strategy - People’s role in CRM - Integration of Processes and Technology - Customer Centricity	Forbes Article: February 2020 Customer-Centricity: Principles, Practices And Outcomes: Annette Franz
5	Database Basics Role of Data in Customer Interaction - Types of Data - Sources of Data - Data Management Processes and Tools	HBR Article: August 2016 Extracting Insights from Vast Stores of Data: Rishad Tobaccowala and Sunil Gupta
6	Data Privacy and Security - Data Privacy - Permission Marketing - GDPR	HBR Article: April 2018 GDPR and the End of the Internet’s Grand Bargain: Larry Downes
7	Data-Driven Marketing - Components of Data- Driven Marketing - Big Data & its components - Data Analytics - overview
8	Data-Driven Marketing Metrics - Critical Marketing Metrics – RFM, CLV, NPS	HBR Case Study: Mar 2015 Maru Batting Centre
9	The Customer Lifecycle - Stages in the Customer Lifecycle
10	Customer Journey - Stages in the Customer Journey	HBR Article: Nov 2015 Competing on Customer Journeys: David C. Edelman and Marc Singer Salesforce Automation
Session Number	Topics/Activities	Reading/case list etc.
11	Customer Acquisition - Marketing Automation - Marketing Automation - Marketing Automation Tools and Platforms - Reviews of Tech Videos and Case Studies
12	Customer Acquisition - Sales Automation - Salesforce Automation - Sales Automation Tools and Platforms - Reviews of Tech Videos and Case Studies
13	Customer Retention - Service Automation - Service Automation - Voice of Customer	HBR Article: Feb 2018 The Parts of Customer Service That Should Never Be Automated: Ryan W. Buell
14	Customer Loyalty - Types of Loyalty - Basis for Loyalty Programs - Loyalty Program Design and Benefits	HBR Case Study: Feb 2016 Starbucks’ Loyalty Reigns
15	Customer Loyalty Benchmarks - AIMIA - KPMG
16	Social CRM - Understanding the Social Customer - Need for CRM is the Social Context
17	Social CRM - Social CRM Strategy and Implementation - The 5Ms - Use Cases	HBR Article: Feb 2015 Why Your Customers’ Social Identities Matter: Guy Champniss, Hugh N. Wilson and Emma K. Macdonald
18	Project Presentations
19	Project Presentations
20	Future of CRM - Upcoming Trends in CRM – AI, AR and beyond	HBR Article: June 2015 The Internet of Things Is Changing How We Manage Customer Relationships: Ric Merrifield

5. Evaluation

Class-participation:	10
Quiz/ Individual Assignments	20
Group Project	30
Final Exam	40
Total	100

6. Academic Integrity

All acts of academic dishonesty (including, but not limited to, plagiarism, cheating, fabrication, facilitation of acts of academic dishonesty by others, unauthorized possession of exam questions, or tampering with the academic work of other students) are serious offences.

All work presented in class must be the student’s own work. Any student caught violating this policy may result in the student receiving zero marks for the component assessment or a fail grade for the course. This policy applies to all works (whether oral or written) submitted for purposes of assessment.

Where in doubt, students are encouraged to consult the instructors of the course.