AKTU Customer Relationship Management (BMBAI306) Syllabus PDF – MBA (Integrated) 3rd Semester
Customer Relationship Management BMBAI306
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- Semester 3
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Syllabus — Customer Relationship Management
Download PDFBMBAI306 · 3 credits · L-T-P 3-0-3
Course Objectives
- To define and explain the fundamentals, types, and evolution of customer relationships as a key business and marketing tool.
- To identify and interpret the conceptual foundation, emergence, and stakeholder roles in CRM practices.
- To analyze and evaluate customer satisfaction and loyalty models, and relate their significance to customer relationship strategies.
- To describe, construct, and apply CRM implementation models including value chains and process variables.
- To explore and justify the use of e-CRM technologies for enhancing customer retention, recall, and experience management.
- To formulate and propose CRM strategies that foster loyalty, improve satisfaction, and enable continuous improvement.
UNIT 1 : Fundamentals of Customer Relationship Management (8 Hrs.)
Relationship in Business: A Management tool: Introduction , Types of Relationship , Stages of Relationship, Issues in Relationship, Evolution of Relationship as a Marketing tool, Purpose of Relationship Marketing
UNIT 2 : Customer Relationship Management Conceptual Foundation ( 8Hrs)
Introduction, Emergence of CRM Practices, Factors Responsible For Growth Of CRM, Stakeholders in CRM, Significance of CRM.
UNIT 3 : Customer Satisfaction And Customer Loyalty (8 Hrs)
Customer Satisfaction : Introduction, Meaning, Components, Rationale, Models Customer Loyalty : Concept, Significance, Rationale, Loyalty Ladder, Loyalty Principles , Advantages
UNIT 4 : CRM Comprehension And Implementation Model ( 8Hrs)
Introduction, CRM Comprehension, Components of CRM Programme, CRM Value Chain, CRM Process- Historical Perspective, CRM Process- Modern Variables
UNIT 5 : Technological Developments In CRM ( 8Hrs)
Introduction, e- CRM an Information Technology Tool, e- CRM in Business, Features Of e-CRM, Advantages And Technologies Of e-CRM.
Customer Retention And Customer Experience Management : Introduction, Changing Role Of CRM, Customer Retention Management, Customer Recall Management, Customer Experience Management.
Suggested Readings
- Jagdish N.Sheth, Atul Parvatiyar & G.Shainesh, “Customer Relationship Management”, Emerging Concepts, Tools and Application”, 2010, TMH.
- Alok Kumar Rai, “Customer Relationship Management: Concepts and Cases”, 2008, PHI.
- Mukesh Chaturvedi, Abinav Chaturvedi, “Customer Relationship Management- An Indian Perspective”, 2010 Excel Books, 2nd edition
- .H.Peeru Mohamed , A Sagadevan, Custmer Relationship Management, A Step by Step Approach, Vikas Publishing House Course Outcome: After successful completion of this course, students will be able to: Course Outcomes Based on Bloom’s Taxonomy
Course Outcomes
| CO No. | Course Outcome (CO) | Bloom’s Taxonomy Level | Domain |
| CO1 | Understand the various dimensions of relationships and the evolution of relationships as a marketing tool. | K1, K2, K3 | Remembering, Understanding, Applying |
| CO2 | Demonstrate knowledge of CRM practices within an organization and build conceptual understanding of customer relationship management. | K1, K2, K3 | Remembering, Understanding, Applying |
| CO3 | Understand the concepts of customer satisfaction and customer loyalty, along with their need and importance in CRM. | K1, K2, K3 | Remembering, Understanding, Applying |
| CO4 | Learn and apply the process of CRM and comprehend the CRM Value Chain for strategic implementation. | K1, K2, K3 | Remembering, Understanding, Applying |
| CO5 | Understand the concept of e-CRM and explain strategies for customer retention and customer recall management. | K1, K2, K3 | Remembering, Understanding, Applying |
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