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Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Placements

Excellent education not only imparts knowledge, but also paves the way for a promising and successful career. The Placement Cell at The IIS University has numerous success stories to narrate in this regard...

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Life@IIS Univ

Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with vibrant events and memorable occasions to cherish for a lifetime.

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Academics

Taking the age-old tradition of enlightenment through education forward, The IIS University - in its continuous pursuit of excellence - firmly believes that an institution’s academic profile determines its worth and value. Therefore, on offer are a wide variety of both conventional and contemporary programmes of study.

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Research

To stimulate curiosity and cater to the global needs of a dynamic education, The IIS University - since inception - has been promoting and encouraging research-based experiential learning among all its students.

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About Us

The IIS University, with its perfect amalgamation of innovation, inspiration and synergy, aims to be a model institution for students across disciplines and programmes.

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IIS Univ
  • Admissions

    It is a University which is committed to excellence and overall development of the student...

  • Placements

    Excellent education not only imparts knowledge, but also paves the way for...

  • Life@IIS Univ

    Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with...

  • Academics

    Taking the age-old tradition of enlightenment through education forward,...

  • Research

    To stimulate curiosity and cater to the global needs of a dynamic education,...

  • About Us

    The IIS University, with its perfect amalgamation of innovation, inspiration...

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India

Phone:- +91-141-2400160-61, 2397906-07,

Fax: 2395494,2781158, Toll Free No.: 1800 180 7750

CRM in Aviation Industry (Theory) | Tourism and Aviation

CRM in Aviation Industry (Theory)

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Paper Code: 
24GBTM204
Credits: 
4
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 Hours 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

Class 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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