UNIQUE SERIES AKTU Syllabus
BBA306BMBAI306

Customer Relationship Management

L-T-P3-0-0 Credits3 Session2025-26 TypeTheory
Appears in 2 semesters · 2 branches

BBA · Sem 3 (Core, code BBA306) · MBA Integrated · Sem 3 (Core, code BMBAI306)

Download PDF

Syllabus

5 units · 40 lecture hours
Unit1

Unit 1: Fundamentals of Customer Relationship Management

8 hrs

Relationship in Business: A Management tool: Introduction, Types of Relationship, Stages of Relationship, Issues in Relationship, Evolution of Relationship as a Marketing tool, Purpose of Relationship Marketing.

Unit2

Unit 2: Customer Relationship Management Conceptual Foundation

8 hrs

Introduction, Emergence of CRM Practices, Factors Responsible for Growth Of CRM, Stakeholders in CRM, Significance of CRM.

Unit3

Unit 3: Customer Satisfaction And Customer Loyalty

8 hrs

Customer Satisfaction: Introduction, Meaning, Components, Rationale, Models Customer Loyalty: Concept, Significance, Rationale, Loyalty Ladder, Loyalty Principles , Advantages

Unit4

Unit 4: CRM Comprehension And Implementation Model

8 hrs

Introduction, CRM Comprehension, Components of CRM Programme, CRM Value Chain, CRM Process- Historical Perspective, CRM Process- Modern Variables

Unit5

Unit 5: Technological Developments In CRM

8 hrs

Introduction, e- CRM an Information Technology Tool, e- CRM in Business, Features Of e-CRM, Advantages And Technologies Of e-CRM, Customer Retention And Customer Experience Management: Introduction, Changing Role Of CRM, Customer Retention Management, Customer Recall Management, Customer Experience Management.

Course Objectives6 points
  • To define and explain the fundamentals, types, and evolution of customer relationships as a key business and marketing tool;
  • To identify and interpret the conceptual foundation, emergence, and stakeholder roles in CRM practices;
  • To analyze and evaluate customer satisfaction and loyalty models, and relate their significance to customer relationship strategies;
  • To describe, construct, and apply CRM implementation models including value chains and process variables;
  • To explore and justify the use of e-CRM technologies for enhancing customer retention, recall, and experience management;
  • To formulate and propose CRM strategies that foster loyalty, improve satisfaction, and enable continuous improvement.
Course Outcomes (COs)5 outcomes

After completion of the course student will be able to:

  1. CO1Understand the various dimensions of relationships and the evolution of relationships as a marketing tool.K1, K2, K3 (Remembering, Understanding, Applying)
  2. CO2Demonstrate knowledge of CRM practices within an organization and build conceptual understanding of customer relationship management.K1, K2, K3 (Remembering, Understanding, Applying)
  3. CO3Understand the concepts of customer satisfaction and customer loyalty, along with their need and importance in CRM.K1, K2, K3 (Remembering, Understanding, Applying)
  4. CO4Learn and apply the process of CRM and comprehend the CRM Value Chain for strategic implementation.K1, K2, K3 (Remembering, Understanding, Applying)
  5. CO5Understand the concept of e-CRM and explain strategies for customer retention and customer recall management.K1, K2, K3 (Remembering, Understanding, Applying)

Suggested Readings

  1. Jagdish N.Sheth, Atul Parvatiyar & G.Shainesh, “Customer Relationship Management”, Emerging Concepts, Tools and Application”, 2010, TMH.
  2. Alok Kumar Rai, “Customer Relationship Management: Concepts and Cases”, 2008, PHI.
  3. Mukesh Chaturvedi, Abinav Chaturvedi, “Customer Relationship Management- An Indian Perspective”, 2010 Excel Books, 2nd edition
  4. .H.Peeru Mohamed , A Sagadevan, Custmer Relationship Management, A Step by Step Approach, Vikas Publishing House

Official AKTU syllabus

This subject is on page 15, 16 of the original AKTU PDF.

Official AKTU syllabus PDF ↗