Management Development Institute

Executive Management Programme

Customer Relationship Management (CRM)

Mid-Term Exam

Max Marks: 25
26 May 2021
Duration: 2 hours including submission time.

Instructions
 If you are making any assumptions, state them clearly.
 Kindly attempt the answers on A4 size papers. Your answer sheet should be between 3-4 pages (single
sided) and not more than that.
 Please number all pages. Make a scanned PDF file and submit to the Admin.

1. Refer to the case “From Theme Park to Resort” shared with you. What are the
problems in customer information management processes at Port Aventura as
described by Mercedes?

(10 Marks)

2. Refer to the class discussions on operational and analytical CRM. How can
analytics be used to manage one-to-one customer relations strategy for Port
Aventura. What architecture changes would be required (explain with a diagram)

(15 Marks)