Syllabus
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Course Code: IMS-907 Course Name: Marketing - Customer Relationship Management |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | CRM – Concept, Stakeholders in CRM, CRM life cycle, CRM as business strategy, CRM Process. 4 C’s of CRM process. Internal and external considerations in CRM, Significance of CRM. | |
| 2 | CRM and consumer behavior, Customer insights for effective CRM, Customer Interaction Management and customer profiling. Brief overview of data warehousing & Mining. Effective Consumer grievance handling & resolution methods. | |
| 3 | Customer Acquisition: Pre-requisites for effective acquisition, Consumer adoption and retention process. Retention and cross-sell analysis. Customer loyalty and loyalty programs, Enhancing relationship with channel, partners for effective CRM. | |
| 4 | CRM implementation: pre-requisites of CRM implementation & CRM implementation issues, CRM and technology: e-CRM, m-CRM, Customer Data base management in CRM. | |
| 5 | CRM strategies, Latest trends in CRM, CRM practices and application in selected sectors: Banking, Financial Industry, Hospitality & Industry Retail sector. | |
