The aim of this course is to enable students to understand the fundamental concepts of customer relationship management, the customer-focused management approach, the processes of creating customer value, and the practices of customer communication, customer service and service quality; and to equip them with the basic knowledge and skills required for customer acquisition, building customer loyalty and measuring customer relationships.

It covers the fundamental concepts of customer relationship management, a customer-focused management approach, customer expectations, creating customer value, customer experience, customer communication, customer service and service quality, customer service systems, customer acquisition and retention strategies, customer satisfaction and loyalty, measuring the performance of customer relationships, and an examination of current customer relationship management practices.