10.1.15.3 HB6201 Customer Relationship Marketing 2 CR 3 ECTS Credits

Objectives
The student will learn the essential aspects in relationship marketing and will understand the meaning of creating relationships and networking. The student will know how to create relationships, develop or end them. He/she will know the most important methods of relationship management and will know, how to analyse and develop customer relationships and customer processes.

Content
Comprehensive Outlook in Marketing / Relationship Marketing as a Marketing Approach and Strategic Alternative / Meaning of Relationships and Networking / Customer Concept, Managing Customer Relationships and Developing Customer Values / Stages in Customer Relationships and Customer Life-Cycles / Customer Relationships and Commitment / Customer Relationship Strategies / Creating and Maintaining Customer Relations / Planning Relationship Marketing / Means of Competition and Operation in Customer Relationship Marketing / Customer Relationship Management in Practice / Key Account Management

Method
Lectures, assignment, examination

Semester
Term 3