Customer Relationship Management

By Shainesh G   |   Indian Institute of Management Bangalore (IIMB)
Learners enrolled: 7733
Customer Relationship Management, also known as CRM, helps businesses successfully implement strategies, practices and technologies aimed at winning and retaining customers profitably. The objective of this business and management course is to equip you with a sound foundation of CRM concepts and best practices so you can implement CRM practices successfully for long-term profitability.
Businesses aim to win and keep customers. Their competitors also seek to do the same. Even the most successful firms, with excellent marketing programs for attracting customers, have trouble with customer retention.

In this course, you will learn how to shift from a short-term customer transaction-based mode of operation to a long-term relationship mode and understand the benefits of having strong customer relations.

Topics covered include:
  • Customer retention
  • Customer centricity
  • Customer lifetime value
  • Customer value management
What you'll learn
  • The meaning and application of CRM
  • Benefits of CRM to companies and consumers
  • How to implement CRM best practices
  • The importance of bonding and building loyalty with customers
  • How to build long term customer relationships 

Course Status : Completed
Course Type : Core
Duration : 6 weeks
Start Date : 15 May 2020
End Date : 14 Dec 2020
Exam Date : 25 Mar 2021 IST
Enrollment Ends : 14 Oct 2020
Category :
  • Management Studies
Credit Points : 2
Level : Postgraduate

Page Visits

Course layout

Week 1 : Introduction to CRM 

  • Meaning and definition of CRM, benefits of CRM, why should businesses adopt CRM

Week 2 : Building Customer Relationships 

  • The why’s and how’s of building relationships with customers. 

Week 3 : Economics of CRM 

  • Lifetime value of customer, Activity based costing for customer profitability analysis 

Week 4 : CRM Applications 

  • Applications of CRM in different industries 

Week 5 : CRM in Business Markets 

  • CRM practices in Business Markets 

Week 6 : CRM implementation

  • CRM implementation process, precautions related to CRM implementation.

Instructor bio

Shainesh G

Indian Institute of Management Bangalore (IIMB)
Shainesh is Professor of Marketing at the Indian Institute of Management Bangalore. He has conducted research and teaching assignments at various universities abroad. His book titled Customer Relationship Management – A Strategic Perspective (Macmillan India) is a prescribed textbook for CRM courses at several business schools. He is also the co-author of a book on CRM titled Customer Relationship Management – Emerging Concepts, Tools and Applications (15th Reprint 2011, Tata McGraw Hill, New Delhi).

Course certificate

Type of exam: Computer based exam

You will have to appear at the allotted exam centre and produce your Hall ticket and Government Photo Identification Card (Example: Driving License, Passport, PAN card, Voter ID, Aadhaar-ID with your Name, date of birth, photograph and signature) for verification and take the exam in person. You can find the final allotted exam centre details in the hall ticket.

The questions will be on the computer and the answers will have to be entered on the computer; type of questions may include multiple choice questions, fill in the blanks etc.


Weightage: 25% weigtage for weekly assignment + 75% weigtage for final exam.
Passing Marks: You will be Eligible for Certificate Only if you score minimum 40% Weekly Assessment and min 40% in Final Exam. If you score less than 40% in either weekly assessments (avg) or in final exam, you will not receive the certificate.

The final score will determine if you will/will not receive a certificate.

1. Final score < 40%: NO certificate.
2. Final score between 40% -49.99%: Grade D.
3. Final score between 50% -59.99%: Grade C.
4. Final score between 60% -84.99%: Grade B
5. Final score of 85% and above: Grade A

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