CRM in Aviation Industry (Theory)

Paper Code: 
24GBTM204
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students in understanding the concept of Customer Relationship Management (CRM), implementation of CRM, CRM marketing initiatives, customer service and designing CRM strategy.

 

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

24GBTM204

CRM in Aviation Industry

(Theory)

 

CO73: Explain the meaning of Customer relationship.

CO74: Develop the technical skills of CRM.

CO75: Develop the skills for implementation of CRM.

CO76: Formulate and assess CRM Marketing Initiatives                                                            

CO77: Appraise database marketing initiatives.

CO78: Contribute effectively in course-specific interaction

 

Approach in teaching:

Interactive sessions using whiteboards, Questioning & Discussion, Reading assignments, Short quiz consisting of numerical problems.

Learning activities for the students:

Self learning assignments,   Presentation, Solving problems of unsolved questions, Writing in Class, Problem-Based Learning – Cases, Group Learning – Teamwork

Continuous Assessment Test, Semester end examinations, Presentation, Individual and group projects, Task-based exercises to assess students’ understanding.

 

 

12.00
Unit I: 

Customer Relationships  :                                                            

Rise of relationship marketing, Nature of customer relationships, Theories of customer relationships, Firm and customer motivations for relationships, relationship development process, Attributes and determinants of relational exchanges, networking and its significance in marketing, Customer life cycle and customer lifetime value, Customer acquisition, retention and development, Supplier relationships.

 

12.00
Unit II: 

Customer Relationship Management (CRM):         

Definition, Levels of CRM, Technology and CRM, Airline Customer loyalty management. (Case studies aviation industry).

 

12.00
Unit III: 

Implementation of CRM :                                                            

Information management for building relationship,   Sales Force Automation (SFA),   E-CRM, Integrating CRM with SCM,   SRM and ERP,   Ethical issues in CRM, Relational exchanges in international markets.

 

12.00
Unit IV: 

CRM Marketing Initiatives :                                                           

Cross-Selling and Up-Selling,   Customer Retention,  Behaviour Prediction,  Customer Profitability and Value Modelling,  Channel Optimization, Personalization and Event-Based Marketing , CRM and Customer Service: Call Center and Customer Care: Call Routing, Contact Center Sales-Support, Web Based Self Service,  Customer Satisfaction Measurement, - Call-Scripting,  Cyber Agents and Workforce Management,-  Social Networking and CRM , Mobile-CRM CRM Trends, Challenges and support Unities.

 

12.00
Unit V: 

Database Marketing  :                                                                  

Database Marketing, Prospect database, Data warehouse and Data Mining, analysis of customer relationship technologies, Best practices in marketing Technology, Indian scenario. (Includes illustration and case from aviation industry)

Essential Readings: 
  1. Dr. K. Govinda Bhat, Customer Relationship Management
  2. G. Shainesh and Jagdish N. Seth, Customer Relationship Management
  3. P.S. Senguttuvan –Fundamentals of Airport Transport Management – McGraw Hill 2003

 

References: 

Suggested Readings:

  1. Francis Buttle and Stan Muklan, CRM, Concepts & Technologies
  2. Mukerjee K, CRM, A Strategic Approach to Marketing

 

E-resources

  1. https://epgp.inflibnet.ac.in/Home/ViewSubject?catid=Cdnwi2LUCCLzrJZ76d/o...

 

Academic Year: 
2024-2025
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