This course is designed to provide students with a comprehensive understanding of Customer Relationship Management (CRM) and its uses, benefits, and Implementation. It will cover three key areas: strategic, operational, and analytical. Through case illustrations, students will gain an understanding of CRM in practice, along with images (screenshots) of CRM software currently available to "demystify" the technicalities. Live demos of software in class may also be arranged. The course will take a managerial POV to track the role of CRM throughout the customer journey stages of acquisition, retention, and nurturing/development. The course will be designed to be theoretically sound, but also managerially and practically relevant. It will include many illustrations and examples of technology applications that support marketing, sales, and service teams as they interact with customers. Case studies will be international in scope and will focus on the evolving CRM landscape, including big data, AI in its current form, analytics, social media role, real-time marketing, privacy, and data security issues and solutions.