GGSIPU (MS219) Customer Relationship Management

	UNIT 1 Introduction to CRM [Book Link]
1	Definition, Importance and Elements	VIEW
2	Phases in CRM Process	VIEW
3	e-CRM: Relationships – Description, Dynamics	VIEW
4	Relationship Management Theories	VIEW
5	Developing CRM Strategies	VIEW
6	Relationship oriented Organizations	VIEW
7	Relationship Strategy	VIEW
8	CRM Architecture	VIEW

	UNIT 2 Marketing aspects of CRM [Book Link]
1	Data and Customer Knowledge	VIEW
2	Communication channels for CRM	VIEW
3	Proposition for individual customer – Customization of product and pricing	VIEW
4	Proposition for individual customer – Customization of pricing	VIEW
5	Organizational Relationship Policy- Segments and contact moments	VIEW

	UNIT 3 Analytical CRM [Book LInk]	VIEW
1	Customer Data Management	VIEW
2	Data Mining	VIEW
3	Designing loyalty Program	VIEW
4	loyalty Program and measuring effectiveness	VIEW
5	Cross Selling	VIEW
6	Customer life time Value Calculations	VIEW

	UNIT 4 Operational & System implementation [Book LInk]
1	Direct mail and Call Centers	VIEW
2	Use of internet for CRM	VIEW
3	CRM Systems overview	VIEW
4	Data warehouse & Data Mart	VIEW
5	CRM Roadmap-Project Management	VIEW
6	Challenges and Emerging Trends in CRM	VIEW