I think you want to change the names of the modules present in crm, i.e like Change Sales to Shoping.So in that case.
Export the sitemap as a solution, edit it and then re-import it.
You will need to add 'titles' attributes to the Areas you want to rename. Add or change your title here: Sales to Shoping etc.
The following shows an example of how to use the Area element.
Search for the Area you wish to rename and add the following.
<Titles>
<Title ="Projects" LCID="1033"/>
</Titles>
I am going to rename Sales to Projects. My code is going to look like this when i add the above:
<Area Id="SFA" ResourceId="Area_Sales" Icon="/_imgs/sales_24x24.gif" DescriptionResourceId="Sales_Description" >
<Titles>
<Title ="Projects" LCID="1033"/>
</Titles>
<Group Id="SFA">
<SubArea Id="nav_leads" Entity="lead" DescriptionResourceId="Lead_SubArea_Description" GetStartedPanePath="Leads_Web_User_Visor.html" GetStartedPanePathAdmin="Leads_Web_Admin_Visor.html" GetStartedPanePathOutlook="Leads_Outlook_User_Visor.html" GetStartedPanePathAdminOutlook="Leads_Outlook_Admin_Visor.html" />
</Group>
</Area>
Save the changes, zip up the files and import it back into the CRM. Once imported and published. Refresh the browser to see your changes.