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CRM-MB19
MBA-BM 2019-21: Term-V

Customer Relationship Management
Credits3
Faculty Name Prof Krishna DasGupta
Program MBA
Class and Term 2018-20 Term V

Course Description Customer Relationship Management (CRM) is a business strategy for maximizing shareholder value through acquiring, enhancing, and retaining desired customers. This course will examine the concepts, processes, and technologies an organization uses to achieve superior performance through customer knowledge. This course assumes criticality amidst a disruptive environment caused by pandemic COVID 19. The significance of sustaining long lasting relationship cannot be more crucial than the current VUCA condition that businesses are facing.The course emphasizes methods of accessing knowledge, collaboration among team members, performance measurement and continuous improvement through analysis of results. Corporate scenarios will be used to illustrate best practices.

Course Objective

The course addresses two broad themes: 1) Customer centric value-based marketing and 2) customer Based metrics. The first theme explores customer relationship management, customer lifecycle, customer profitability. The second part emphasizes on measuring customer worth for better customer management.


Students Learning Outcomes
After going through this course the students will be able to
· The course intends to build knowledge of a rapidly emerging marketing arena-customer centric marketing , customer experience and customer engagement which is the beginning of a new business paradigm.
· To emphasize the importance of customer lifecycle and customer valuation in CRM decisions.
· To expose participants to various commonly used modeling and data mining techniques.

Required Text Books and Reading Material

CUSTOMER RELATIONSHIP MANAGEMENT: by Jill Dyche

Pedagogy
Mix of lecture sessions Case discussions and presentations.

Group Project
To be discussed in the class.

Evaluation
End term exam - 40marks

Quiz -30 marks

Group project - 20 marks

Case Analysis Presentations/Practical - 10marks

Session Plan

Session NumberTopics/ActivitiesReading/case list etc.
Sessions 1-2History & Development of Relationship paradigm, how firms can become more relational amidst disruption,

Tesco/ Best Buy

Sessions 3Building customer centricity culture, micro and macro levelRoyal Bank of Scotland
Session 4Role of customer experience/digital platforms in relationships Caselets/whitepaper
Sessions 5Academic and Practitioner Frameworks Reading Material
Session 6-8Strategic CRM Metrics: Customer Acquisition, Retention, Customer Lifetime Value, Customer EquityProblem solving
Sessions 9Analytical CRM Case- Capital One/Netflix
Sessions 10Loyalty as a basis of segmentation, LP Programs Case lets
Sessions 11Multichannel Integration /Omnichannel issues
Sessions 12-13Importance of CRM in B2B
Sessions 14Case Presentation- CRM in B2BAlphatech, ABB& CAT, Ajanta, HubSpot
Sessions 15IOR’s, Network Perspective on KAM/GAM/Extended Enterprises
Session 16Campaign Management, Sales Force Automation, Operational issues in implementation of CRM
Sessions 17 & 18· Visiting Lecture
      Classifications of CRM Tools and features
· SAP/Oracle/Siebel CRM
· Salesforce CRM
· Zoho CRM
· New and Innovative Startups in this space
CRM - Drive Business Intelligence using Analytics – 2 Sessions

· ETL (Extract, Transform and Load) mechanism – use of IT processes to gather data
Session 19-20Project Presentation

Additional Recommended Readings
Roland Rust, Valarie A. Zeithaml ,and Katherine N. Lemon (2004), “Customer-Centered Brand Management,” Harvard Business Review, September, pp. 110-118.

Fournier, S, Dobscha, S, and Mick, D. G. 'Preventing the Premature Death of Relationship Marketing', Harvard Business Review, January - February 1998, pp. 42-51.

Parvatiyar, A and Sheth, J.N. (2001), “Conceptual Framework of Customer Relationship” in Customer Relationship Management – Emerging Concepts, Tools and Applications, Sheth, J.N., Parvatiyar, A. and Shainesh, G., Eds., New Delhi: Tata McGraw Hill, pp. 3-25.

Juttner, U. and Wehrli, H. P., 'Relationship Marketing from a Value System Perspective', in Adrian Payne (Ed.), Advances in Relationship Marketing, Kogan Page, 1997, pp. 223-246.

Millman, T.,'Key Account Management in Business -to-Business Markets', in Adrian Payne (Ed.), Advances in Relationship Marketing, Kogan Page, 1997, pp. 133-144.

Reichheld, F. F., 'Learning from Defections', Harvard Business Review, March-April 1996, pp. 56-69

Created By: Debasis Mohanty on 04/22/2020 at 08:12 AM
Category: BM 19-21 T-V Doctype: Document

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