National Institute for Agricultural Management, Jaipur

Course Outline

Name of the Course: CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Credit: 1

Faculty: Prof. S. K. Pandey

Contact No.: 9968832646 Email: skpandey@fsm.ac.in

Introduction
In an environment where markets are getting fragmented profits of business are under
severe stress due to competition. In many markets the consistency of sales itself is
severely affected threatening the very survival of firms. In this challenging scenario
among the various options available, building strong relationships with customers
becomes the most dependable one for profitable marketing. In fact due to its adoption by
numerous corporate across all verticals, investing in CRM is no longer an option but an
imperative for any organization.

2. Objectives
• To understand the philosophy, and concept of Customer Relationships as relevant to
modern day organizations especially in the Indian Context

• To learn to analyze customers, discriminate between different types of

customers and to build strategies to be adopted for various types of customers

• To study the various issues and components of Customer Relationship Management

for an organization

• To learn the process of implementation and the practice of CRM in organizations and
determine how to evaluate its performance

3. Readings
Text Book:
Alok Kumar, Chhabi Sinha and Rakesh Sharma; “Customer Relationship Management,
Concepts and Applications” Biztantra

Reference Books:
1) Zikmund William G, Mclleod Raymond and Gilbert Faye W “Customer Relationship
Management, Integrating Marketing Strategy and Information Technology”; Wiley
Student Edition
2) Buttle, Francis. “Customer Relationship Management”. (Second Edition). Elsevier
Butterworth-Heinemann, Massachusetts. (Paperback).

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 3) Dyche Jill “The CRM handbook - A business guide to Customer Relationship
Management” Pearson Education

4. Teaching and Learning Pedagogy

An appropriate mix of:
 Interactive Classroom Discussions
 Case Discussions and Presentation
 Exercises and Assignments
 Project based on Organization visit and Study
 Student Class Presentations

5. Assessment Methods:
Continuous assessment based on the following:
 Active Class participation in discussions
 Participation in case studies (group) and written solutions (individual)
 Project Assignment Report and Class Presentation
 Unannounced / unscheduled Quiz in any session
 Pre Scheduled Midterm and End term Examination

6. Evaluation Components and their Weights:

a. Class participation (Discussions and Case presentations) 10%

b. Project Assignment Total: 30%

I. Interim Report to be submitted by 6th Session 7%
II. Final Report-to be submitted in a standard style 8%
III. Project Presentation 15%
c. Quiz 10%
d. End Term Exam 50%

7. Project Assignment Guidelines:

A project on study of issues related to implementation and practice of CRM in an Indian
Organization is to be undertaken as per the brief (will be provided in the first session).
A Project Brief (of maximum 1 page) with Title, Objective, and Methodology must be
submitted by the second session.

8. Session Plan (each session of 90 minutes):

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Session Topic Readings/Case
1. Introduction and types of Customers Reading: Textbook: Chapter 1
and Relationships Case: “Towngas……”
2. CRM Framework Discussion
Reading: BUTTLE: Chapter-3 & 4.
3. CRM in Customer Service/ Discussion
Closed Loop Marketing Reading: BUTTLE: Chapter-7.
4. Customer Life Time Value Reading: Text book: Chapter- 2
Case “A Taste of Frankenmuth: A
Town in Michigan……..”
5. Strategy for CRM Case “Grey World Wide……”
6. Segmentation for CRM Reading: Zikmund: Chapter - 2
Case “M/s Motormart”
7. Customer acquisition Case “Internet customer
acquisition strategy of Bank Inter..”
8. Customer Loyalty Reading: Zikmund: Chapter - 2
Case:“M/s Hero Honda”
9. Loyalty Programs Case: “Ciniplex Entertainment”
10. Organization and People for CRM Reading: Textbook: Chapter - 8
11. CRM Information and Metrics Reading: Textbook: Chapters - 5 & 7
Case “M/s Ranabaxy Ltd.”
12. CRM Process Case “Hilton Hotels…”
13. CRM architecture Reading: Zikmund: Chapter - 3
14. Technology for CRM Reading: Textbook: Chapter - 3
15. Customers as Co Producers Case “ebay… (a) (b) (c)
16 &17 CRM Implementation Reading: Textbook: Pages 227-233
18 & 19 Implementation and CRM practices in Project Assignment Presentations by
Indian Organizations students and Discussion
20 Review
End-Term Examination

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