Bachelor of Management Studies (B.M.S.) CRM Syllabus - Mumbai University
This is the TY BMS syllabus under NEP 2020, in force from the academic year 2026-27, examined under form 2225161. The University still sets the earlier Choice Based papers alongside it — forms 2M00155 and 2M00156, whose documents are below — so check which scheme your exam form names before you revise.
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Syllabus for CRM
Module I: Introduction to Customer Relationship Management
- Concept, Evolution of Customer Relationships: Customers as strangers, acquaintances, friends and partners
- Objectives, Benefits of CRM to Customers and Organisations, Customer Profitability Segments, Components of CRM: Information, Process, Technology and People, Barriers to CRM
- Relationship Marketing and CRM: Relationship Development Strategies: Organizational Pervasive Approach, Managing Customer Emotions, Brand Building through Relationship Marketing, Service Level Agreements, Relationship Challenges
Module II: CRM New Horizons
- e-CRM: Concept, Different Levels of E- CRM, Privacy in E-CRM:
- Software App for Customer Service: Activity Management, Agent Management, Case Assignment, Contract Management, Customer Self Service, Email Response Management, Escalation, Inbound Communication Management, Invoicing, Outbound Communication Management, Queuing and Routing, Scheduling
- Social Networking and CRM
- Mobile-CRM
- CRM Trends, Challenges and Opportunities
- Ethical Issues in CRM
Reference Books
- 1 Baran Roger J. & Robert J. Galka (2014), Customer Relationship Management: The Foundation of Contemporary Marketing Strategy, Routledge Taylor & Francis Group.
- 2 Anderrson Kristin and Carol Kerr (2002), Customer Relationship Management, Tata McGraw-Hill.
- 3 Ed Peelen, Customer Relationship Management, Pearson Education
- 4 Bhasin Jaspreet Kaur (2012), Customer Relationship Management, Dreamtech Press.
- 5 Judith W. Kincaid (2006), Customer Relationship Management Getting it Right, Pearson Education.
- 6 Jill Dyche’ (2007), The CTM Handbook: A Business Guide to Customer Relationship Management, Pearson Education.
- 7 Valarie A Zeithmal, Mary Jo Bitner, Dwayne D Gremler and Ajay Pandit (2010), Services Marketing Integrating Customer Focus Across the Firm, Tata McGraw Hill.
- 8 Urvashi Makkar and Harinder Kumar Makkar (2013), CRM Customer Relationship Management, McGraw Hill Education.
- 9 Customer Relationship Management – V. Kumar & Werner Reinartz, Wiley
- 10 CRM: From Strategy to Implementation – Francis Buttle, Routledge
- 11 Customer Relationship Management – Jagdish N. Sheth & Atul Parvatiyar, McGraw-Hill
Reproduced from the University of Mumbai syllabus for Bachelor of Management Studies (B.M.S.) under NEP 2020, in force from the academic year 2026-27. 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 year. Open a document here if you want the whole thing rather than a single subject.