Course Info
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Course Category
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Marketing
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Course Level
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Undergraduate
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Credit Hours
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3
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Pre-requisites
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MGT301, MKT501, MKT530
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Instructor
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Dr Muhammad Yousaf Siddiqui
Ph.D.
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Course Contents
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Topic-001 Introduction to CRM - Definitions
Topic-002 Types of CRM
Topic-003 Social CRM
Topic-004 Misunderstandings about CRM
Topic-005 CRM constituencies
Topic-006 Commercial Context of CRM
Topic-007 The IDIC model of CRM
Topic-008 CRM Value Chain
Topic-009 Payne’s 5-process model of CRM
Topic-010 Gartner’s competency model of CRM
Topic-011 The Schema Model
Topic-012 Concept and Technologies, Defining ‘relationship’
Topic-013 Woodburn & McDonald’s hierarchy of relationship levels
Topic-014 Dwyer, Schurr & Oh’s model of relationship change
Topic-015 Major relationship attributes - Types of Trust - How Trust Emerges
Topic-016 Commitment defined - Characteristics - Evidence of Commitment
Topic-017 Attributes of high-quality relationships
Topic-018 Relationship with Customers
Topic-019 Organizational benefits from managing customer retention
Topic-020 The customer journey
Topic-021 Customer lifetime value (CLV)
Topic-022 Four causes of profit margin growth over time
Topic-023 How to Calculate CLV
Topic-024 Core strategies to improve cohort profitability
Topic-025 When do B2B companies not want relationships? And When do Business customers want relationships?
Topic-026 When do customers want relationships with suppliers? And Why B2B customers do NOT want relationships with suppliers
Topic-027 The satisfaction–profit chain
Topic-028 Loyalty squares (Dick and Basu)
Topic-029 Share of market vs. share of customer
Topic-030 The American Customer Satisfaction Index (ACSI) model
Topic-031 Relationship management theory: five schools of thought (Part 1)
Topic-032 Relationship management theory: five schools of thought (Part 2: Nordic School)
Topic-033 Relationship management theory: five schools of thought (Part 3: Anglo Australian School)
Topic-034 Relationship management theory: five schools of thought (Part 4 & 5: North American School)
Topic-035 Stages of the customer lifecycle - Types of New Customer
Topic-036 Portfolio purchasing - Strategic Switching
Topic-037 Hofmeyr’s Conversion Model - Profiling committed and uncommitted customers - Profiling non-customers
Topic-038 Sources of B2B prospects
Topic-039 Engaging content on social media
Topic-040 Sources of B2C prospects
Topic-041 Advertising - Cognitive and affective advertising and 'Cut through' advertising
Topic-042 Execution Styles and Pretesting Ads
Topic-043 Reach and Frequency & Media Efficiency
Topic-044 Sales Promotion and Types of Sales Promotion
Topic-045 Buzz or Word of Mouth & Social Media and Other tools of Customer Acquisition
Topic-046 KPI’s for customer acquisition programmes
Topic-047 Operational CRM tools that help customer acquisition and CRM analytics supports customer acquisition
Topic-048 Generic goals of customer retention and development - customer retention definition - Three measures of customer retention
Topic-049 Customer retention vs. value retention - The economic argument for customer retention - 'Which customers to retain?
Topic-050 Strategies for customer retention
Topic-051 What is customer delight?
Topic-052 Three ways to create customer-perceived added value
Topic-053 Sales promotions that build repeat purchase
Topic-054 Build customer engagement - Four types of engagement
Topic-055 Values and Values based attachment
Topic-056 Context makes a difference to customer retention strategies
Topic-057 Advance indicators of intention to churn
Topic-058 Two main strategies for customer development - 'CRM technologies used for customer development
Topic-059 Strategies for terminating customers - A typology of companies’ termination behaviours
Topic-060 Concept and Strategies, Customer portfolio definition- Objectives of Customer Portfolio Management (CPM) - How B2B customers differ from B2C customers - 'Basic disciplines for CPM
Topic-061 Market segmentation - 'Market segmentation process
Topic-062 Types of competitor
Topic-063 Segmenting consumer markets - Bivariate segmentation - Criteria for segmenting business markets
Topic-064 Evaluation of segmentation opportunities
Topic-065 McKinsey/GE customer portfolio matrix
Topic-066 Sales forecasting methods
Topic-067 Activity Based Costing (ABC) - How ABC helps CPM
Topic-068 Preparation for data mining - Data mining for CPM
Topic-069 The 80:20 rule or Pareto principle
Topic-070 Shapiro et al.’s customer portfolio matrix
Topic-071 Ritter and Andersen’s 6-Pack model
Topic-072 Turnbull and Zolkiewski’s 3D model
Topic-073 Additional CPA tools - SWOT and BCG Matrix
Topic-074 Strategically significant customers
Topic-075 Seven core customer management strategies
Topic-076 Concept and Technologies, Value and Value Equation
Topic-077 How do customers reduce perceived risk?
Topic-078 Total Cost of Ownership (TCO) and When do customers experience value?
Topic-079 Zeithaml’s four forms of customer perceived value and Sheth’s five types of value
Topic-080 Holbrook’s 3D model of customer perceived value
Topic-081 Customization and Customizing the 7Ps
Topic-082 Mass customization and 'Types of Mass Customisation
Topic-083 Value through the marketing mix - 'Three perspectives on the ‘product’ - Sources of product-based value
Topic-084 Two major perspectives on service quality - Nordic model of service quality - 'SERVQUAL model of service quality
Topic-085 SERVQUAL gaps model
Topic-086 Service guarantee - Service level agreement - 'A variety of SLA metrics
Topic-087 Service recovery - 'Service recovery and justice seeking
Topic-088 14 key business processes - Case Study
Topic-089 Complaints-handling process - 'Complaint-handling tips
Topic-090 Improving the complaints management process
Topic-091 Physical evidence and Forms of Physical evidence
Topic-092 Web portal - 'Value from communication – three key processes - Virtual routes to market
Topic-093 Customer experience - Importance of CX - 'The experience economy
Topic-094 Attributes of services - 'Classifying customer experiences
Topic-095 Layered model of customer experience - Customer experience concepts
Topic-096 Four forms of customer engagement - 4Is engagement measures
Topic-097 Desired customer experience outcomes - 'How to understand customer experience
Topic-098 CRM connection to CX - 'Features of CRM application that improves CX
Topic-099 Concept and Technologies, Marketing automation definition - Benefits from marketing automation
Topic-100 Closed-loop marketing - 'Functionality offered by M A software
Topic-101 Campaign management - 'Key components of campaign management applications
Topic-102 Direct mail campaign management - Email campaign management - Event-based marketing
Topic-103 Trigger marketing - 'Marketing optimization
Topic-104 Tele-marketing
Topic-105 Lead generation - Online marketing -
Topic-106 Content management - Keyword marketing - Marketing performance management - 'Search engine optimization
Topic-107 Social media marketing - Five stages of social media customer management
Topic-108 Digital analytics - Technologies that collect website data
Topic-109 Web analytics terminology - Measures used in web analytics
Topic-110 Integrated marketing management - 'Marketing performance management - 'Marketing resource management
Topic-111 Loyalty management - Loyalty Management software application - Case study
Topic-112 Partner management
Topic-113 Market segmentation - Customer segmentation and selection - Product lifecycle management
Topic-114 Asset management - 'Document management
Topic-115 Marketing analytics - Online analytical processing (OLAP) - Data mining - 'Data mining outputs - 'Workflow development
Topic-116 Operational CRM (Part III), Sales force automation definition - Key technologies for SFA - 'SFA solution - Case Study
Topic-117 Members of the SFA ecosystem - How users access SFA solutions - 'SFA functionality
Topic-118 Account management , Activity management , Contact management, Contract management
Topic-119 Document management, 'Event management, Incentive management , Lead management
Topic-120 Opportunity management, 'Order management, Pipeline management, Product encyclopedia
Topic-121 Product configuration, Product visualization, Proposal generation, 'Quotation management
Topic-122 Sales forecasting, Sales management reporting,
Topic-123 Territory management ,Workflow development
Topic-124 Benefits for SFA stakeholders, Motivations for investing in SFA
Topic-125 Operational CRM III, Customer Service, Attributes of companies renowned for excellent service
Topic-126 Customer service excellence model - Case study, 'TISSE model of service excellence
Topic-127 Service automation definition , Where is service automation deployed
Topic-128 Key technological elements of SA , Benefits from service automation
Topic-129 Functionality offered by SA software
Topic-130 Activity management, 'Agent management, KPIs for call and contact centres
Topic-131 Case assignment, 'Case management, Contract management
Topic-132 Customer communications management, 'Customer self-service, 'Customer self-service technologies
Topic-133 Email response management systems, Escalation, 'Inbound communications (or call) management , IVR
Topic-134 Invoicing, 'Job management , 'Knowledge-base self-service
Topic-135 Mapping and driving directions, Outbound communications management, Predictive dialling
Topic-136 Queuing and routing, Scheduling, Scripting
Topic-137 Service analytics, 'Service level management,
Topic-138 Spare parts management, Voice biometrics (voice recognition), Web collaboration, 'Workflow development
Topic-139 Analytical CRM, 'Why customer-related data are important, 'NOT just data about customers, Where can you find customer-related data?
Topic-140 Structured vs. unstructured data, 'Big data , 'Types of database
Topic-141 Relational database model, Steps in creating a relational database
Topic-142 Database functions , 'Strategic, operational and analytical CRM, 'OLAP and OLTP databases
Topic-143 Define the information requirements , Modularized CRM applications
Topic-144 Identify the information sources, 'Enhancing the data, 'Secondary and primary data
Topic-145 Data-building schemes, Selecting database technology and operating system, Considerations in the choice of hardware platform
Topic-146 Processes in populating the database, 'Database degradation, 'Desirable data attributes: STARTS
Topic-147 Data integration, Failure to integrate data leads to …, Single view of the customer (SVOC)
Topic-148 Data warehouse (DW), 'Data warehouse attributes, 'Data transformation, 'Data mart, Knowledge management
Topic-149 Analytical CRM, How analytics support strategic CRM, Basic data configuration for CRM analytics, Analytics for CRM strategy and tactics
Topic-150 How analytics are used during the customer lifecycle, 'Criteria used in prospect scoring, 'Next Best Action (NBA), Next Best Offer (NBO)
Topic-151 Analytics for structured data: introduction, Analytics for unstructured data, 'Text analytics, 'Social media sentiment analysis
Topic-152 How text analytics supports CRM, '3Vs of big data, Technology essentials for analysing big data
Topic-153 Types of structured data kept in relational databases, Three ways to generate analytical insight, 'Standard reports, 'Online Analytical Processing (OLAP), 'Star schema example
Topic-154 Data mining, What data mining analytics do, Directed vs. undirected data mining, Data mining procedures
Topic-155 Decision trees, 'Logistic regression, 'Multiple regression, Discriminant analysis, Neural networks
Topic-156 Hierarchical clustering, 'K-means clustering, 'Two-step clustering, 'Factor analysis
Topic-157 The CRM conundrum, 'Why discounted cash flow (DCF) calculations don’t work for CRM, 'CRM payback is experienced in 2 stages
Topic-158 Risk reduction through experimentation, Benefits Dependency Network, 'Why ‘strategy before structure’? , Key strategic goals in CRM-driven organizations
Topic-159 Conventional management structures, Functional structure, Geographic structure, 'Product, brand or category structure, Mar, 'Virtual and network structuresket- or customer-based organization structures, Matrix Structure
Topic-160 Role of IT in more turbulent environments, IT’s influence on organizational design, What can an IT-enabled organization do? 'Traditional personal contact patterns
Topic-161 Key account management Team selling (KAM) basics, Drivers of KAM, 'Benefits from KAM, 'A model of KAM development, 'Bow-tie structure for early KAM, Virtual organization for synergistic KAM, Team selling
Topic-162 Five major phases of a CRM project
Topic-163 CRM strategy defined, 'Situation analysis: the customer strategy cube, 'Customer interaction map, 'CRM education
Topic-164 What is a CRM vision? , CRM strategic goals and related objectives
Topic-165 Identify the contingencies, resources and people changes, Agree business case with the Board, 'Identify immediate and latent benefits
Topic-166 Business case: revenues, 'Business case: costs, Understanding CRM project costs, How to value the latent business be, CRM project governance structurenefits of CRM?, 'Who are the stakeholders in CRM projects?
Topic-167 The importance of change management, 'Kotter’s eight steps to managing change
Topic-168 Organizational culture defined, The Competing Values model of organizational culture, The buy-in matrix, 'Identify project management needs
Topic-169 Critical success factors, 'Risk management plan
Topic-170 Business process defined, 'Campaign management process, Back-office processes that support CRM
Topic-171 Evaluating processes, Data review and gap analysis, 'Initial technology needs specification and research alternative solutions
Topic-172 Contents of request for proposals, 'Partner selection process, 'Project implementation, 'Performance evaluation
Topic-173 Looking to the Future, 'Social Media Innovations, Wearable Devices, Internet of things (IoT), 'Data Ownership, Zero Inventory
Topic-174 CRM Leaders - Data Scientist or business leaders, CRM tools - Latest and upcoming
Topic-175 SFU Case Study
Topic-176 Functionality Overview
Topic-177 Functionality Overview (Overview of the home page)
Topic-178 Functionality Overview (List views vs Reports)
Topic-179 Functionality Overview (Reports and Dashboards)
Topic-180 Functionality Overview (Update Profile Information)
Topic-181 Functionality Overview (Navigate the Salesforce App)
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