To understand the role CRM plays in the effective planning, implementation and control of relationship marketing strategies. To understand how customer lifetime value is calculated and used in CRM. To understand how CRM can aid in the attraction, growth and retention of customers. To understand the key factors in the successful implementation of CRM. To understand how CRM is adapting to and leveraging evolving technologies available to customers.

This course examines the scope of CRM including strategy, organization and information technology. The course summarizes the role and importance of CRM in marketing. It also presents basic definitions to terms like “customer relationship management”, “customer value”, “customer loyalty”, analytical and operational CRM”.