Customer Relationship Management | MBA 3rd Sem | JNTUK

                                                                          Syllabus

                                                                            EM-303

Unit 1

Customer Relationship Management Fundamentals: Definition and Significance of Customer Relationship Marketing, Theoretical Perspectives of Relationship, Evolution of Relationship Marketing, Stages of Relationship, Issues of Relationship, Purpose of Relationship Marketing, Approach Towards Marketing: A Paradigm Shift, Historical Perspectives, CRM Definitions, Emergence of CRM Practice, CRM Cycle, Significance of CRM, CRM Strategy, Customer Life Time Value, Relationship Life Cycle.

Unit 2

Building Customer Relationship Management: Requisites for Effective Customer Acquisition, Customer Knowledge Management for Effective CRM, Customer Retention Process, Strategies to Prevent Defection and Recover Lapsed Customers, CRM Implementation: CRM Framework for Implementation, Implementing CRM Process, Integration of CRM with ERP System, Barriers to Effective CRM Gartner‘s Competency Model of CRM.

Unit 3

Functional Components of CRM: Database Management: Database Construction, Data Warehousing, Architecture, Data Mining. Characteristics, Data Mining Tools and Techniques, Meaning, Significance, Advantages, Call Center, Multimedia Contact Center, Important CRM software‘s.

Unit 4

Sales Force Automations (SFA): Definition and Need of Sales Force Automation, Barriers to Successful Sales Force Automation Functionality, Technological Aspect of Sales Force Automation, Data Synchronization, Flexibility and Performance, Reporting Tools, Impact of CRM on Marketing Channels: Meaning, how does the Traditional Distribution Channel Structure, Support Customer Relationship, Emerging Channel Trends that Impact CRM

Unit 5

Trends and Issues in CRM: CRM in e-Business (B2B & B2C), Measuring the Effectiveness of CRM, Factors Influencing the Future of CRM. E-CRM in Business, CRM: A Changing Perspective, Features of e-CRM, Advantages of e-CRM.