Nowadays, Customer Relationship Management (CRM) is a popular topic for discussion among marketing practitioners and academic researchers. CRM is gaining importance with the exploding customer data in company databases which may be beneficial to marketers’ decision making. This course aims to introduce to students the fundamental CRM concepts and the CRM tools available for marketer’s use. Upon completion of this course, students are expected to understand the conceptual background and techniques of CRM, and also be able to critically evaluate the tactical effectiveness of various CRM tools.

CILO-1: Describe the conceptual background and techniques of customer relationship management in business organizations. CILO-2: Critically evaluate the tactical effectiveness of various customer relationship management tools. CILO-3: Critically analyze an organization’s relational strategies with customers that affect how well it meets customer needs.