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Objectives of the course: To describe and illustrate key CRM concepts as they relate to marketing strategy
and information technology, leading to how CRM practices and technologies are used to enhance
achievement of marketing, sales and service objectives.
Course Outline:
1. Need for CRM
2. Customer Satisfaction & Loyalty
3. Customer Retention, Win and Acquisition Strategies
4. CRM in marketing, sales and service
5. CRM in social media
6. CRM softwares
7. Data Warehouse and data mining
8. Planning and implementation of CRM
9. CRM in user industries
Course Learning Outcomes: By the end of this course the students will be able to:
1. Apply the key concepts CRM into business practices
2. Describe the different schools of thought on relationships and relationship management
3. Demonstrate use of CRM in marketing, sales and service
4. Recognise different CRM softwares, and their functionalities
5. Facilitate planning and implementation of CRM projects
Basic Text Book: Buttle, Francis., 2011, Customer Relationship Management: Concepts and Technologies,
Elsevier.
Reference Books: 1. Dyche, Jill, 2009, The CRM Handbook: A Business Guide to Customer Relationship
Management, Pearson Education.
2. Zikmund, William G., Mcleod, Raymond, Jr., Gilbert, Faye. W., 2012, Customer Relationship
Management: Integrating Marketing Strategy and Information Technology, Wiley.
Pedagogy: Classroom lectures on concepts, applications, current news, and CRM software.
Evaluation Scheme:
Career Focus: The course is primarily tailored towards those who would like to make a successful career in
sales and marketing where managing relationships with customers is becoming increasingly important.