Relationship Marketing

Relationship Marketing

Many firms today seek to establish closer relationships with their customers in hopes of generating loyalty and repeat purchase behavior. This module examines the premises underlying relationship marketing, the types of customers for which it is most appropriate, and some of the risks inherent in adopting a relationship strategy.

Relationship Marketing is about adjusting your marketing strategy based on the buying behaviour of your customers. This course starts by explaining various theories of marketing and subsequently introduces the concept of relationship marketing and gives ideas of how to implement it. As a result, we review your current marketing activity and put together a marketing plan based on a combination of approaches.

The Course Suits
Anyone involved in maximising business opportunities with existing and potential clients.

Training Benefits
Gain knowledge of marketing principles and ideas to make most effective use of marketing support/materials
Understand the importance of relationship marketing and the life time value of customers
Understand the buying behaviour of organisations
Review current marketing activity and discuss ways to maximise impact

The aims of this module are to provide understanding and knowl ed ge of RM bas ed upon:

How the relationship cycle is at the foundation of the process of customer relationship management.
An understanding of the economics of undertaking a strategic approach to RM. This will provide the accept ed financial reasons as well as a critical approach to RM economics.
The use of CRM and RM terms will be investigat ed and the differences to database marketing will be explor ed .
· Retention benefits and the acceptability of cost-effective arguments, which have lead to the growth and use of RM. The use of reward and other relationship building schemes along with examples as to what is being experienc ed or develop ed in the marketplace.

· Students will be encourag ed to think critically about the trend to RM in relation to the amount of money spent on loyalty schemes and customers who would otherwise stay loyal anyway.

· Social responsibility as a means to create ‘feel good�factors and therefore produce closer relationships will be cover ed .

· Service and quality management will be includ ed as a way to ensure satisfaction and to achieve the benefits of retention and positive word of mouth recommendation. Quality will be treat ed as a necessary but not sufficient aspect of RM.

· Data collection and management approaches as a key underpinning to the success of RM programmes.

Module Content
Indicative Content

What is relationship marketing?
The concepts of relationship marketing
CRM and RM
Ne ed for planning for RM
Models and approaches to RM
Role of customer service and quality in RM
Capture of data and database Management
Aspects of social responsibility in RM
The internet and RM
Retention and churn
Alliances and Partnerships
RM case studies
Review of each week and discussion




Methods of Teaching/Learning
Teaching and Learning Strategy/Methods

The Teaching and Learning Strategy is design ed to provide a range of delivery methods in a blend ed way to facilitate the development of skills in the four areas set out above.

The Teaching and Learning Methods include:

· Lectures

· Seminars

· Assignment

· Examination

· Ulearn material

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