CRM in Aviation Industry

Paper Code: 
GBTM 204
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

  1. To understand the concept of Customer Relationship Management (CRM) and implementation of Customer Relationship Management.
  2. To provide insight into CRM marketing initiatives, customer service and designing CRM strategy.

 

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

GBTM 204

CRM in Aviation Industry

 

CO 61 Explain the meaning of Customer relationship.

CO 62 Develop the technical skills of CRM.

CO 63 Develop the skills for implementation of CRM.

CO 64 Formulate and assess CRM Marketing Initiatives                                                            

CO 65 Appraise database marketing initiatives.

 

 

 

 

 

 

 

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)

References: 

References Books

1. CRM G. Shainesh and Jagdish N. Seth
2. CRM, Dr. K. Govinda Bhat
3. CRM, A Strategic Approach to Marketing by Mukerjee K
4. CRM, Concepts & Technologies by Francis Buttle and Stan Muklan

Academic Year: 
2022-2023
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