1. Explain the factors that influence the development of multichannel customer contact strategies. 2. Explain how customer lifetime value analysis can be applied to improve all aspects of the customer lifecycle. 3. Explore the options, success factors and barriers to delivering artificial intelligence and Big Data applications for marketing. 4. Explore the legal and ethical constraints on implementing relationship marketing using digital media. 5. Explore the opportunities and methods for personalising an interactive web session and adding value for that individual customer.