SSIM

Customer Relationship Management

Objective
Every marketing student should understand how to maintain good relationship with his
employee, this subject will imbibe the student with the required inputs to learn the ins and
outs of dealing with top customers and retaining them for their life time.

Chapter 1 Introduction to CRM

Emerging trends and issues in marketing. Meaning of RM, CRM and 1 to1– Introduction
Concepts, CRM – Marketing Initiatives, Estimation of customer life time value. Case
Discussion

Chapter 2 Understanding CRM

Adapting the Culture of organization to CRM, Respecting Internal Customers, Need
based STP. Integrating SCM and CRM for building competitive edge, Case Discussion

Chapter 3 Implementing CRM

Importance of Privacy of Customer data, CRM–Automation, Data Base, Data
warehousing, Data Mining, Sales force Automation, Call Centres,

Chapter 4 Marketing Analytics and Customer Acquisition, Customer Loyalty and

Customer Win back. Case Discussion

Chapter 5 (The Future of CRM)

Difference between CRM and CEM, Touch Points,

Basic Text:
1. Customer Relationship Management – Francis Buttle, Elsevier India Private Ltd,

Recommended Readings

1. Customer Relationship Management -Roger J. Baran, Robert J.Galka and

P.Strunk, Cengage Learning
2. Customer Relationship Management - Zikmund/ Mcleod/Gilbert (15 % of the
syllabus)
3. The Customer Response Management handbook, Darlele D.Richard, Tata
McGraw Hill.

4. Customer Relationship Management -V.Venkata Ramana and

G. Somayajulu
5. Customer Relationship Management - H Peeru Mohamed and A Sagadevan
 6. The CRM Handbook -Jill Dychs , Pearson Education
7. The Nuts & Bolts of CRM -Dhruv Nath Tata MGraw (20% of the
syllabus)
8. Total Relationship Marketing - Evert Gummesson, Elsevier Publication,
second edition
9. The CRM Handbook -Jill Dychs , Pearson Education
10. Keep Reading the Economic Times and specifically Brand Equity of ET
11. Search for Research Article in Various Journals of Marketing

Lesson Plan

Subject: CUSTOMER RELATIONSHIP MANAGEMENT

Batch: PGDM TPS 18th Batch, Term V, Marketing Major
Credits : 6
Course Faculty: T. Thirumal Reddy

EVALUATION PATTERN

S.No Activity Marks Total Number

1 Quizzes 5 marks X 5 Quizzes = 3 quizzes
25

2 Case 15 marks for hand Class is divided into

written copy teams they are going to
make presentation on the
topic.
3 Articles based 10 marks for hand Class is divided into 3
assignment on written copy teams individual in a
banking, insurance, team should work on one
manufacturing & topic of their choice.
service industry
4 Viva 05 marks Subject and
contemporary skill would
be assessed.
Total 55marks + 5
Attendance

Session wise plan for Customer Relationship Management

The CRM is course is partly covered in the Siebel CRM module, that this class as
undergone so most of this topic will help them in enhancing their existing
knowledge, in this course we will deal with cases and student presentations would
on topics different topics.
Session Topic Reference/ Pre-reads/ Remarks
1. Emerging trends and issues in 1) Customer Relationship Management –
marketing. Introduction to Francis Buttle Chapter - 1 & 2.
CRM, history and development 2) Customer Relationship Management-
of CRM Roger j.Baran/ Robert J.galka/ Daniel
P.strunk, CENGAGE learning P-12-71
3) Customer Relationship Management -
Zikmund/ Mcleod/Gilbert Chapter-I P 1-10
2. Meaning of RM, CRM and 1 Same as above
to1

3. Concepts, CRM – Marketing Same as above

Initiatives, Estimation of
customer life time value.
4. Case Discussion quiz for 10 marks on the first unit, continued
by case discussion.
5. Culture of organization 1) Customer Relationship Management –
Respecting Internal Customers Francis Buttle Chapter - 3 & 5.
2) Customer Relationship Management-
Roger j.Baran/ Robert J.galka/ Daniel
P.strunk, CENGAGE learning P-73-87
6. Need based STP Class Discussion and exercise
7. SCM and CRM for building Class Discussion and exercise
competitive edge

8. Case Discussion Quiz for 10 marks on the second unit,

continued by case discussion.
9. CRM–Automation, 1) Customer Relationship Management –
Data Base, Data warehousing, Francis Buttle Chapter - 4
Data Mining 2) Customer Relationship Management-
Roger j.Baran/ Robert J.galka/ Daniel
P.strunk, CENGAGE learning P-153-163
3) Customer Relationship Management -
Zikmund/ Mcleod/Gilbert Chapter 4 PP 49-67
and chapter 9 PP 129-141
3) The Nuts @ Bolts of CRM, Dhruv Nath.
Tata McGraw Hill
10. Salesforce Automation, Call 1) Customer Relationship Management –
Centres, Francis Buttle Chapter - 14. 15 & 16.
2) Customer Relationship Management-
Roger j.Baran/ Robert J.galka/ Daniel
P.strunk, CENGAGE learning P-213-231
3) Customer Relationship Management -
Zikmund/ Mcleod/Gilbert Chapter 8 PP 115-
122
11. Importance of Privacy of 1) Customer Relationship Management-
Customer data Roger j.Baran/ Robert J.galka/ Daniel
P.strunk, CENGAGE learning P-266-282

12 Case Discussion Quiz for 10 marks on the second unit,

continued by case discussion.
13. Importance of Marketing 1) Customer Relationship Management –
Analytics, Customer Francis Buttle Chapter - 8
Acquisition 2) Customer Relationship Management -
Zikmund/ Mcleod/Gilbert Chapter 7 PP 103-
114,
14. Customer Loyalty 1) Customer Relationship Management –
Francis Buttle Chapter - 9
2) Customer Relationship Management -
Zikmund/ Mcleod/Gilbert chapter 5 PP 68-76

3) Customer Relationship Management-

Roger j.Baran/ Robert J.galka/ Daniel
P.strunk, CENGAGE learning P-236-240
15. Customer Win back 1) Customer Relationship Management –
Francis Buttle Chapter - 9
2) Customer Relationship Management -
Zikmund/ Mcleod/Gilbert Chapter 7 PP 103-
114
16 Case Discussion case discussion by Students
17. Difference between CRM and 1) Customer Relationship Management –
CEM, Touch Points Francis Buttle Chapter - 6
2) Journals and other online resources,