Electronic Customer Relationship Management (e-CRM) is an important development to optimise the identification, acquisition, growth and retention of desired customers to gain competitive advantages and maximise profit nowadays. This course is designed to provide students with a good understanding of the core concepts, introduce the e-CRM theories and practices. Emphasis is placed on a holistic view covering various perspectives including strategic, operational analytical and social. Students are learned how to formulate the e-CRM business strategy, apply electronic or digital tools to perform, evaluate and critically analyze the key drivers for the successful e-CRM programs.