BA9256 CUSTOMER RELATIONSHIPS MANAGEMENT SYLLABUS | ANNA UNIVERSITY MBA 3RD SEM SYLLABUS REGULATION 2009 2011 2012-2013

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BA9256 CUSTOMER RELATIONSHIPS MANAGEMENT SYLLABUS | ANNA UNIVERSITY MBA 3RD SEM SYLLABUS REGULATION 2009 2011 2012-2013 BELOW IS THE ANNA UNIVERSITY THIRD SEMESTER MBA MASTER OF BUSINESS ADMINISTRATION DEPARTMENT SYLLABUS, TEXTBOOKS, REFERENCE BOOKS,EXAM PORTIONS,QUESTION BANK,PREVIOUS YEAR QUESTION PAPERS,MODEL QUESTION PAPERS, CLASS NOTES, IMPORTANT 2 MARKS, 8 MARKS, 16 MARKS TOPICS. IT IS APPLICABLE FOR ALL STUDENTS ADMITTED IN THE YEAR 2011 2012-2013 (ANNA UNIVERSITY CHENNAI,TRICHY,MADURAI,TIRUNELVELI,COIMBATORE), 2009 REGULATION OF ANNA UNIVERSITY CHENNAI AND STUDENTS ADMITTED IN ANNA UNIVERSITY CHENNAI DURING 2009

BA9256 CUSTOMER RELATIONSHIPS MANAGEMENT LT P C
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UNIT I INTRODUCTION 9
Definitions - Concepts and Context of relationship Management – Evolution - Transactional Vs
Relationship Approach – CRM as a strategic marketing tool – CRM significance to the
stakeholders.
UNIT II UNDERSTANDING CUSTOMERS 9
Customer information Database – Customer Profile Analysis - Customer perception,
Expectations analysis – Customer behavior in relationship perspectives; individual and group
customer’s - Customer life time value – Selection of Profitable customer segments.
UNIT III CRM STRUCTURES 9
Elements of CRM – CRM Process – Strategies for Customer acquisition – Retention and
Prevention of defection – Models of CRM – CRM road map for business applications.
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UNIT IV CRM PLANNING AND IMPLEMENTATION 9
Strategic CRM planning process – Implementation issues – CRM Tools- Analytical CRM –
Operational CRM – Call center management – Role of CRM Managers.
UNIT V TRENDS IN CRM 9
e- CRM Solutions – Data Warehousing – Data mining for CRM – an introduction to CRM
software packages.
TOTAL:45 PERIODS
TEXT BOOKS
1. G.Shainesh, Jagdish, N.Sheth, Customer Relationships Management Strategic
Prespective, Macmillan 2005.
2. Alok Kumar et al, Customer Relationship Management : Concepts and applications,
Biztantra, 2008
REFERENCES
1. H.Peeru Mohamed and A.Sahadevan, Customer Relation Management, Vikas Publishing
2005.
2. Jim Catheart, The Eight Competencies of Relatioship selling, Macmillan India, 2005.
3. Assel, Consumer Behavior, Cengage Learning, 6th Edition.
4. Kumar, Customer Relationship Management - A Database Approach, Wiley India, 2007.
5. Francis Buttle, Customer Relationship Management : Concepts & Tools, Elsevier, 2004.