2021 2022 Student Forum > Management Forum > Main Forum

7th June 2015, 02:57 PM
Super Moderator
Join Date: Apr 2013
Re: Customer Relationship Management Sikkim Manipal University

Sikkim Manipal University offers Services Marketing & Customer Relationship Management subject under the Post Graduate Diploma in Marketing Management (PGDMM) course of study.

Services Marketing & Customer Relationship Management subject come in second semester of the Post Graduate Diploma in Marketing Management (PGDMM) course.

Syllabus of the Post Graduate Diploma in Marketing Management (PGDMM) course includes subjects as:

First Semester

MK0001 Sales Distribution & Supply Chain Management
MK0002 Consumer Behavior
MK0003 Retail Marketing
MK0004 Market Research
MK0005 Project

Second Semester

MK0006 Services Marketing & Customer Relationship Management
MK0007 Advertising Management & Sales Promotion
MK0008 e-Marketing
MK0009 International Marketing
MK0005 Project


Sikkim Manipal University
5th Mile, Tadong,
Gangtok, Sikkim 737102

5th January 2016, 01:23 PM
Re: Customer Relationship Management Sikkim Manipal University

Can you please tell me Customer Relationship Management subject is came under in which program of the Sikkim Manipal University is offered to study for the students?
5th January 2016, 01:23 PM
Super Moderator
Join Date: Apr 2013
Re: Customer Relationship Management Sikkim Manipal University

Customer Relationship Management is the subject of MBA program at Sikkim Manipal University.
MBA - Services marketing and Customer Relationship Marketing syllabus that is here I’m providing you:

Course Contents:

Unit 1

Nature and Scope of Services Introduction, meaning of services, unique characteristics, difference between services and tangible products, service sector, classification of services, growth of service sectors and service industries.

Unit 2

Services Marketing Introduction, concept and evolution of services marketing, meaning of service marketing, myths encountered in services, need for service marketing, and growth in Services Marketing.

Unit 3

Services Marketing Mix and Gaps Model Introduction, 7Ps of service marketing, service gaps framework, perceived service quality, models of service marketing.

Unit 4

Service Design and Service Delivery Introduction, Service delivery process, service encounters and Moments of Truth, employee role in service delivery, service employee- criteria, importance and emotional approach, role of service provider, intermediaries involved in in Service Process and Service Delivery

Unit 5

STP Strategy for Services Introduction, Need for segmentation of services, bases of segmentation services, segmentation strategies in service marketing, need for targeting and positioning of services, positioning strategies for services, positioning Through Product/Service Delivery Strategies, Positioning Through Pricing Strategies, Positioning Through Distribution Strategies, positioning through Sales Promotion and Advertising, Service Differentiation Strategies.

Unit 6
Consumer Behavior in Services Marketing Introduction, Customer Expectations in Services, Service Costs Experienced by Consumer, the Role of customer in Service Delivery, Conflict Handling in Services, Customer Responses in Services, Concept of Customer Delight

Unit 7
Service Development and Quality Improvement Introduction, Types of New Service Development and its Stages, Types of new services, Stages in new service development, Service Costs Incurred by the Service Provider, service Blue Printing, service Development – Need, Importance and as a Measure of Competitive Advantage, service Quality Dimensions, Service Quality Measurement and Service Mapping, Improving Service Quality and Service Delivery, Service Failure and Recovery.

Unit 8
Customer Defined Service Standards Introduction, Customer Defined Service Standards- Hard and Soft, Concept of Service Leadership and Service Vision, Meeting Customer Defined Service Standards, Service Flexibility Versus Standards, Evaluate Strategies to Match Capacity and Demand, Managing demand, Managing supply, managing Demand and Supply of Service – Lack of Inventory Capability, applications of Waiting Line and Queuing Theories to Understand Pattern Demand.

Unit 9
Integrated Services Marketing: Introduction, meaning and Importance, Features of Integrated Service Marketing, Integrated Marketing Communication for Service, Reasons for growing importance of integrated marketing communication, Advantages of integrated marketing communication, Integrated Service Marketing Mix, Developing an effective and efficient service marketing system, Integration of service quality measures and managing quality

Unit 10
Marketing of Services Introduction, Overview of Different Service Sectors, Marketing of Banking Services, Marketing in Insurance Sector, Marketing of Education Services, Marketing of Tourism and Airlines, Tourism marketing, Airlines marketing, marketing of Hospitality Services, Healthcare Marketing, Social Service by NGOs, Marketing of Online Services, Marketing of Professional Services

Unit 11
Emerging Issues in Service Marketing Introduction, Strategic approach in Services Marketing, Service Marketing in e-Commerce and e-Marketing, and Telemarketing Services, Service Marketing Research for Global Markets and Rural Markets, Innovations in Services Marketing, Ethical Aspects in Service Marketing

Unit 12
Customer Relationship Management Introduction, Meaning and Definition of CRM, Importance of CRM, Concept and Growth of Relationship Marketing, Scope of Relationship Marketing, concept of Lifetime Customer and Customer Loyalty, Benefits and difficulties of CRM

Unit 13
CRM Process and Implementation Introduction, Customer Development Process, customer Retention, Customer satisfaction, Importance of customer retention, Customer Retention Strategies, Customer Life Time Value, types of Relationship Management, CRM process for B2B markets

Unit 14
Technological Support in CRM Introduction, technological Applications in CRM, types of Technological Applications in CRM, Customer Databases and Information Systems, Database Marketing Strategies, CRM Software Solutions for B2C and B2B Markets, Accounting Systems for Customer Acquisition and Retention Costs, Customer Loyalty and Profitability through Technology

Unit 15
e-CRM – Emerging Trend in CRM Introduction, Importance of e-CRM in Service Marketing, Challenges involved in formulating and implementing e-CRM strategies, e-CRM architecture and its components, Five engines of e-CRM, Evolution of e-customer and e-marketing, e-CRM for personalized services

Quick Reply
Your Username: Click here to log in


Thread Tools Search this Thread

All times are GMT +5. The time now is 04:21 PM.

Powered by vBulletin® Version 3.8.11
Copyright ©2000 - 2021, vBulletin Solutions Inc.
SEO by vBSEO 3.6.0 PL2

1 2 3