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  #1  
25th December 2015, 04:38 PM
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CRM Syllabus MBA

Hi buddy I am doing Master of Business Administration (MBA) from UPTU university and this time looking for syllabus of CRM paper which is in my first semester , can you provide me here
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  #2  
25th December 2015, 04:39 PM
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Join Date: May 2012
Re: CRM Syllabus MBA

UPTU university is well known university in lucknow offered MBA program, here on your demand I am providing CRM (Customer Relationship Management) syllabus on your demand :

UNIT I (8 Sessions)
Customer Relationship Management Fundamentals- Theoretical perspectives of relationship, Evolution of
relationship marketing, Stages of relationship, Issues of relationship, Purpose of relationship marketing,
Approach towards marketing: A paradigm shift, Historical Perspectives, CRM Definitions, Emergence of
CRM practice:, CRM cycle, Stakeholders in CRM, Significance of CRM, Types of CRM, Success Factors in
CRM, CRM Comprehension, CRM Implementation
UNIT II (8 Sessions)
Customer Satisfaction: Meaning, Definition, Significance of Customer Satisfaction, Components of Customer
Satisfaction, Customer Satisfaction Models, Rationale of Customer Satisfaction, Measuring Customer
Satisfaction, Customer satisfaction and marketing program evaluation, Customer Satisfaction Practices, Cases
of Customer Satisfaction
UNIT III (8 Sessions)
Service Quality: Concept of Quality, Meaning and Definition of Service Quality, Factors influencing customer
expectation and perception, Types of Service Quality, Service Quality Dimensions, Service Quality Gaps,
Measuring Service Quality, Service Quality measurement Scales
UNIT IV (8 Sessions)
Customer Relationship Management: Technology Dimensions - E- CRM in Business, CRM: A changing
Perspective, Features of e-CRM, Advantages of e-CRM, Technologies of e-CRM, Voice Portals, Web Phones,
BOTs, Virtual Customer Representative, Customer Relationship Portals, Functional Components of CRM,
Database Management: Database Construction, Data Warehousing, architecture, Data Mining. Characteristics,
Data Mining tools and techniques, Meaning, Significance, Advantages, Call Center, Multimedia Contact
Center, Important CRM softwares.
UNIT V (8 Sessions)
Customer Relationship Management: Emerging Perspectives: Employee-Organisation Relationship,
Employee- Customer Linkage, Factors effecting employee’s customer oriented behavior, Essentials of building
employee relationship, Employee customer orientation, Service Failure, Service Recovery Management,
Service Recovery Paradox, Customer Life time value, customer profitability, customer recall management,
customer experience management, Rural CRM, , customer relationship management practices in retail
industry, hospitality industry, banking industry, telecom industry, aviation industry


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