This is a hands-on subject introducing students to the concept and application of customer relationship marketing. It will present an understanding of relationship management principles as well as an overview and analysis of the various techniques available to companies. This subject will examine CRM in the context of different industries and examine the impact that CRM can have on firm performance. The key is to develop an understanding of customer and consumer needs and aspirations to create effective and long-term relationship strategies. There will be a emphasis on consumer loyalty programs and value-added services. It will also examine how CRM can fit into the overall strategy of the firm.