Skip to main content


This page will guide you through the course syllabus and provide important information related to this course. To download the syllabus click here.

Prerequisites: None


WeekSection NameTopics Covered
0 Welcome to the Course
  • Introduction to the Course
  • Navigation in edX
  • Pre-course Survey
  • Meet the Team
1 Introduction to CRM
  • Introduction to the Week
  • What is CRM?
  • Criticality of Customer Relationships
  • Benefits of Customer Relationships
  • Why Should Businesses Adopt CRM
  • Expert Insights
  • Graded Assessments
  • Week 1 Wrap up
2 Building Customer Relationships
  • Introduction to the Week
  • IDIC Framework
  • Ladder of Loyalty
  • Customer Bonds
  • Customer Defections
  • CRM Framework
  • Expert Insights
  • Graded Assessment
  • Week 2 Wrap up
3 Economics of CRM
  • Introduction to the Week
  • Evolution of Marketing Practices
  • Customer Share Vs Market Share
  • Lifetime Value of Customers
  • Activity Based Costing for CRM
  • Customer Equity
  • Expert Insights
  • Graded Assessment
  • Weekly Wrap up 
4 CRM Application
  • Introduction to the Week
  • CRM in Services
  • Applications of CRM
  • Expert Insights
  • Graded Assessment
  • Weekly Wrap up
5 CRM in Business Markets
  • Introduction to the Week
  • CRM in Business markets
  • Importance of CRM in B2B markets
  • Buhler Interviews
  • Pidilite Interview
  • Expert Insights
  • Graded Assessment
  • Weekly Wrap up
6 CRM Implementation
  • Introduction to the Week
  • Technology for CRM
  • CRM implementation
  • Operational issues in implementing CRM
  • Graded Assessment
  • Weekly Wrap up


Course Length:

  • 6 weeks  of content
  • Weekly Commitment

3-5 hours per week. This includes the time spent in going through the course materials (videos and reading materials), completing the assessment(s) and participating in the discussion forums.

Grading Scheme

The course follows an End of Week assessment scheme, which consists of multiple choice questions. There are 6 graded assessments in this course. The score from each assessment will contribute to the final score, which you can track using the Progress tab. Weeks 1, 2, 3, 6 carry 20% weightage. While, weeks 4 and 5 carry 10% weightage. The due date for all weekly assessments is February 22 , 2018.

You can upgrade to the verified track anytime before February 13 , 2018. In order to receive a verified certificate for this course, you will need to get a total score of 50or higher.

Note: The ungraded assessments are interspersed throughout the course to recall what you have learnt so far. These do not count for final assessments and will not show up on the Progress tab.

Academic Code of Conduct

Please follow the rules for academic honesty and online conduct for this course by reading edX Terms of Services.


  • Many of these dates are dynamic and subject to change during the course run. Please be sure to visit the Course Home page and refer to your weekly course email for any change in any of the dates listed above.
  • As you work through your course, you’ll see dates and times when new materials are released and when assignments and exams are due. It’s important to remember that edX lists all times in Coordinated Universal Time (UTC), 24-hour format.