AKTU Customer Relationship Management Analytics (BMBAMK05) Syllabus PDF – MBA (Business Analytics) 4th Semester

Course Objectives

1. Provide a comprehensive understanding of CRM concepts and their strategic importance in customer-centric organizations.
2. Enable students to explore analytical techniques for customer acquisition, retention, segmentation, and loyalty.
3. Equip learners with skills to use data-driven insights for CRM decisions and personalized marketing strategies.
4. Familiarize students with CRM tools and technologies including Salesforce, HubSpot, and customer analytics platforms.
5. Develop the ability to apply CRM analytics for lifecycle management, churn prediction, and revenue growth.

Unit 1: Fundamentals of CRM and Customer-Centric Strategy (8 Hours)

CRM overview and definitions, Evolution of CRM from sales to analytics, Strategic importance of CRM in business, Types of CRM – Operational, Analytical, Collaborative, CRM lifecycle stages, CRM success factors and challenges, Role of data in CRM, Customer touchpoints and omnichannel experience

Unit 2: Customer Data Management and Segmentation (8 Hours)

Types of customer data – demographic, transactional, behavioral, Data collection techniques and customer data platforms (CDPs), Customer database design and data quality management, Customer segmentation techniques – RFM, cluster analysis, behavioral segmentation, Data visualization in CRM using dashboards, Predictive analytics for customer behavior, Customer personas and journey mapping

Unit 3: CRM Analytics and Metrics (8 Hours)

Key CRM metrics – CLV, CAC, churn rate, retention rate, Customer satisfaction and Net Promoter Score (NPS), Models for customer acquisition and retention, Uplift modeling and cross-sell/up-sell strategies, Lead scoring and pipeline analytics, Campaign effectiveness analytics, Customer lifetime value models, Role of machine learning in CRM analytics

Unit 4: Tools, Technology and CRM Platforms (8 Hours)

Overview of CRM software – Salesforce, Zoho, HubSpot, Microsoft Dynamics, CRM implementation process and challenges, CRM and cloud-based architecture, CRM integration with ERP, Social CRM and mobile CRM, Real-time CRM analytics and automation, AI applications in CRM – chatbots, recommender systems, CRM dashboards and KPI monitoring

Unit 5: Advanced Applications and CRM Strategy Design (8 Hours)

Churn analysis and customer win-back strategies, Personalization using CRM insights, Email and loyalty program analytics, Voice of customer analytics, Case study: CRM success in banking/retail/e-commerce, Ethics and data privacy in CRM analytics, ROI measurement of CRM initiatives, Building CRM roadmap for digital transformation

Course Outcomes

Suggested Readings

Text Books

1. Customer Relationship Management: Concepts and Technologies by Francis Buttle & Stan Maklan, Publisher: Routledge, 4th Edition
2. CRM at the Speed of Light by Paul Greenberg, Publisher: McGraw-Hill
3. Customer Analytics for Dummies by Jeff Sauro, Publisher: Wiley Supplementary Resources:
4. Salesforce Trailhead (Free CRM learning modules)
5. Hub Spot Academy – CRM Certification
6. Harvard Business Review articles on Customer Experience & Retention
7. Real-time dashboards using Power BI or Tableau for CRM