Service Marekting & CRM M 35 Course

7/28/2019 Service Marekting & CRM M 35 Course

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Course: Service Marketing and Customer Relationship

Management

Course Code: M-35, Full

Total No. of Sessions: 48 (60 minutes each)

Background Note

This course will familiarize students with the concept of Service and practice of

Customer relationship Management. Course will help to understand business

problems often faced by corporate entities and will to help them develop insightsabout basic concepts of CRM aimed at solving business problems. This course will

help students to understand service marketing concept with respect to its key elements

and service delivery process.

Learning Outcome:1. To understand the implementation of services marketing in terms of Managing

Relationships, building loyalty, customer feedback etc.2. To understand the concepts of Customer Relationship Marketing, and its impact

on sales and marketing strategy of the organization.

3. To develop insights into emerging trends in the service sector and understand the

significance of marketing and management of customer and services.

4. To have an overview of the latest trends relating to Customer RelationshipManagement prevailing in the industry.

Pre-requisites for the Course

Before beginning the course , the student should know

Elementary level of Organization Behavior and Consumer Behavior

Understanding of basic functions of Marketing Management

Understanding of Marketing research ,

Knowledge regarding lay man changes in business around them

Course Inter-linkages

Organization behavior

Consumer Behavior

Research Methodology

Customer Relationship Management

Sales Development Management.


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Course Content:

Sessions Topics CoveredUnit I. UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND

MARKETS

1

Introduction to Services Marketing ,

2 Type of services , Marketing Mix,

3 Communication mix

4 Consumer Behavior

5 Consumer Behavior

6 Service Encounter Risk

7 High contact low contact

8 Positioning Services in Competitive Markets

9 Positioning Services in Competitive Markets10 Positioning Services in Competitive Markets

Unit II. KEY ELEMENTS OF SERVICES MARKETING

11 Creating the Service Product

12 Core products ,

13 supplementary products ,

14 Branding.

15 Designing the Communications Mix for Services ,

16 Designing the Communications Mix for Services

17 Pricing and Revenue Management Pricing tripod, type of pricing .

18 Pricing strategy

19 Customer delivered value ,

20 Distributing Services Type of distribution ,Method of service delivery , decisionplace and time

21 Unit III. MANAGING THE SERVICE DELIVERY PROCESS

Designing and Managing Service Processes

22 Blue print , Jaycustomers, process redesinging

23 Balancing Demand and Capacity

24 Managing People for Service Advantage

25 Unit IV. IMPLEMENTING SERVICES MARKETING

Managing Relationships

26 Building Loyalty

27 Customer Feedback and Service Recovery

28 Improving Service Quality and Service Productivity29 Unit V .CRM THEORY AND DEVELOPMENTCRM concept

30 ,What is CRM , Evolution of CRM (90s till today) ,

31 Benefits of CRM, Obstacles in CRM

32 Relationship Building as a process

33 The Ladder of Loyalty

34 Bonding for Customer Relationship Maintaining Customer Relationship (Loyalty,Integration, Every Point Contact)


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35 Customer Interaction Life-Cycle

36 CRM Framework

From Product to Customer , Target Marketing

37 Campaign Management optimization, Event-Based Marketing, Customer Privacy)

38 CRM , Marketing Initiatives , Cross-Selling & Up Selling,

39 Customer Retention, Behavior prediction

40 Customer Profitability & Value Modeling, Channel

41 Unit VI CRM IMPACT ON SALES AND MARKETING STRATERGY

From Product to Customer , Target Marketing , Campaign Management

42 CRM, Marketing Initiatives , (Cross-Selling & Up Selling, Customer Retention,

Behavior Prediction, Customer Profitability & Value Modeling, Channel

optimization, Personalization, Event-Based Marketing, Customer Privacy)

43 SALES FORCE AUTOMATION

(Need, Process, SFA & Mobile CRM

44 Future of CRM

45 Project Presentation

CRM ACTIVITIES IN VARIOUS INDUSTRIES

CRM APPLICATION IN B2C & B2B Market

46 Project Presentation47 Project Presentation

48 Project Presentation

Text Books

Sr. no Author/s and Edition Publication Title

1

Chiristropher

H.Lovelock, JochenWirtz

Pearson Education, Services

Marketing

2 Roger J Baran , RobertGalka and Daniel Strunk

Pearson Education, CRM

Reference Books

Sr.

no

Author/s and Edition Publication Title

1 Valarie Zeithaml and MaryBitner

Tata Mc Graw- Hill ServicesMarketing-

integrating

customer focusacross the firm

2 Halen Woodroffe McMillan PublishingCo, New Delhi

ServicesMarketing

3 Nimit Chowdhary and MonikaChoudhary

, MacMillanPublishing Co, New

Delhi

Text book ofMarketing of

Services, the

Indian

experience


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Journals/ Magazines/ Periodicals to be referred

Sr. No Publisher Title

1 American Marketing Association Journal of InternationalMarketing

2 ICFAI The ICFAI Journal of CRM

3 American Marketing Association Journal of ServiceMarketing

4 IUP Publication Marketing Mastermind

5 ICFAI Service Marketing

Distribution of Marks

Parameters Weightage

Continuous Evaluation:-

(Presentation, Assignment, classparticipation)

30%

Mid Term Examination 20%

End Term Examination

(University Exam)

50%

Documents

Service Marekting & CRM M 35 Course