| Unit 1 Introduction to CRM [Book] | |
| Definition, Importance and Elements of CRM | VIEW |
| Phases in CRM Process | VIEW |
| e-CRM: Relationships: Description, Dynamics | VIEW |
| Relationship Management Theories | VIEW |
| Developing CRM Strategies | VIEW |
| Relationship oriented Organizations | VIEW |
| Relationship Strategy | VIEW |
| CRM Architecture | VIEW |
| Unit 2 Marketing aspects of CRM [Book] | |
| Data and Customer Knowledge | VIEW |
| Communication channels for CRM | VIEW |
| Proposition for individual customer; Customization of product and pricing | VIEW |
| Proposition for individual customer; Customization of pricing | VIEW |
| Organizational Relationship Policy: Segments and contact moments | VIEW |
| Unit 3 Analytical CRM [Book] | VIEW |
| Customer Data Management | VIEW |
| Data Mining Need, Value, Process and analysis | VIEW |
| Designing loyalty Program | VIEW |
| Loyalty Program and measuring effectiveness | VIEW |
| Customer Retention | VIEW |
| Cross Selling | VIEW |
| Customer life time Value Calculations | VIEW |
| Unit 4 Operational & System implementation [Book] | |
| Direct mail and Call Centers | VIEW |
| Use of internet for CRM | VIEW |
| CRM Systems overview | VIEW |
| Data warehouse & Data Mart | VIEW |
| CRM Roadmap-Project Management | VIEW |
| Challenges and Emerging Trends in CRM | VIEW |