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Master of Commerce (M.Com.) Customer Relationship Management Syllabus - Mumbai University

Customer Relationship Management Syllabus.pdf
Mandatory course · Semester 2 · M.Com. Business Management · 4 credits · 100 marks

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Syllabus for Customer Relationship Management

Mandatory course · Semester 2 · M.Com. Business Management · 4 credits · 100 marks

Module I

  • Unit 1 Customer Relationship Management
  • A. Concept and Process of Customer Relationship Management, Objectives of CRM, Customer Value Management, Customer satisfaction and Customer Retention
  • B. Measuring CRM, Customer Experience Management
  • Unit 2 Customer Service and Customer Relationship Marketing
  • A. Consumer Needs, Purchase Patterns, Concept of Consumer Behaviour, Importance of Consumer Behaviour
  • B. Nature of Customer Service, 4Cs in Customer Service Strategy, Relationship
  • Marketing , Relationship Marketing Process, Strategies for building relationship

Module II

  • Unit 3 Customer Loyalty and Customer Engagement A. Customer Loyalty and Perceived Goal, Strategies for customer loyalty Development, Role of Social Media in changing customer loyalty, Public Relations Strategies B. Meaning of Customer Engagement, Customer Engagement Marketing Model
  • Unit 4 E-CRM
  • A. Approaches to CRM with use of different software packages, operational CRM, Analytical CRM, Sales Intelligence CRM, Campaign CRM, Use of internet tools- blogging, twitter, emails, Myspace, facebook as interactive public relations tools
  • B. Data Security System and Privacy of customers collected information

Reference

  • 1 Marketing Management by M Govindarajan, PHI Learning, 2009
  • 2 Marketing Principles and Management by S A Sherlekar, Himalaya Publishing House, 2023
  • 3 Market Based Management By Roger J Best, PHI Learning Pvt Ltd, New Delhi, 2009
  • 4 Marketing Management by Rajan Saxena, Tata Mcgraw Hill Publishing Co Ltd, New Delhi, 2002
  • 5 Handbook of research on Customer Engagement, Edited by Linda D Hollebeek, David S, Edward Elgar Publishing , UK, 2019
  • 6 PR Management by Dr Sandeep Sharma, Random Publications, New Delhi, 2022
  • 7 Consumer Behaviour and Brand Preference by Dr Vikram Shinde, Satyam Publishers, Jaipur, 1995

Reproduced from the University of Mumbai syllabus for M.Com. (Business Management) under NEP 2020, in force from the academic year 2023-24. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its specialisation. Open a document here if you want the whole thing rather than a single subject.

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