Historically, business approaches have been almost exclusively focused on the marketing mix itself, especially for product-related exchanges. As a result, the customer at the centre of the framework became an almost forgotten concern for many marketers. Customer Relationship Management focuses on the importance of establishing, maintaining, enhancing, reactivating, and if necessary terminating, customer relationships. Students will strategically evaluate and critique current traditional marketing and management strategies in terms of their customer focus. The class format involves a mix of lectures and discussions, case analyses and presentations, and best practice discussions. Students will enhance their learning through group work and in-class presentations. The sessions are interactive, stimulating student thinking and critical review.