Customer Relationship Management

By Prof. Swagato Chatterjee | IIT Kharagpur

Learners enrolled: 6323

Background – Companies try to acquire and retail customers, so does competitors. Therefore success will depend on who does it better. Wh various marketing programs help in acquiring, the results are not alwa positive, more so in case of customer retention. This is when Custom Relationship Management comes in to play with helps in both winning a retaining customers thus ensuring long term profitably. It is also helpi businesses shift from a short-term transaction based mode of operation their interactions with customers to a long-term relationship mode.
Objectives – The objective of this course is to help students understand t concept and practice of CRM derived from research and applications acr businesses. These concepts and applications from real life case studies help identify opportunities, which can be successfully implemented for lo term profitability.

INTENDED AUDIENCE : Management

PREREQUISITES : Marketing Management

INDUSTRIES SUPPORT : All companies where marketing is required

Summary

Course Status :	Completed
Course Type :	Elective
Duration :	8 weeks
Category :	Management Studies Marketing
Credit Points :	2
Level :	Postgraduate
Start Date :	14 Sep 2020
End Date :	06 Nov 2020
Enrollment Ends :	25 Sep 2020
Exam Date :	18 Dec 2020 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1:Strategic and Conceptual Foundations of CRM

Week 2:Building Customer Relationships (and Case Analysis)

Week 3: Economics of CRM (and Case Analysis)

Week 4:CRM for B2C Markets (and Case Analysis)

Week 5:CRM for B2B Markets (and Case Analysis)

Week 6:Technology in CRM

Week 7: The CRM Roadmap & Operational issues in implementing CRM

Week 8:CRM Analytics (and Case Analysis)

Books and references

Customer Relationship Management: Emerging Concepts, Tools and Applications By Seth J, Parvatiyar A and Shainesh G,McGrawHill Publications

Instructor bio

Prof. Swagato Chatterjee

IIT Kharagpur

Dr. Swagato Chatterjee is a researcher, consultant, teacher and academician. He has over 7 years of experience in marketing, operations and analytics. He has worked with companies like Coca Cola, Times of India, Technosoft, Mitsubishi, Nomura, Yes Bank, CSC, Ernst and Young, Genpact, NTPC, Indian Oil in various consultancy and training assignments related to analytics. He has also taught in institutes like IIT Khagarpur, Narsee Monjee Institute of Management, SPJain etc. He has published in reputed international journals including Decision Support Systems, Journal of Strategic Marketing etc. He is a BTech from IIT Kharagpur and a PhD in marketing from IIM Bangalore. Currently he is an Assistant Professor in Vinod Gupta School of Management, IIT Kharagpur in the area of marketing and analytics.

Course certificate

•The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
•The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
• Date and Time of Exams: 18 December 2020, Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
•Registration url: Announcements will be made when the registration form is open for registrations.
• The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
•Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.

CRITERIA TO GET A CERTIFICATE:
• Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course.
• Exam score = 75% of the proctored certification exam score out of 100
•Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75.
•If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.
• Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Kharagpur. It will be e-verifiable at nptel.ac.in/noc
•Only the e-certificate will be made available. Hard copies will not be dispatched.

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