Relationship Marketing

Cranfield University
Bedford, Bedfordshire, United Kingdom

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' The aim is for students to understand the concept and key principles of Relationship Marketing and to be able to apply Relationship Marketing to both external and internal customers. The objective will be to learn about Relationship Marketing implementation from theory and from examples of best practice.

Syllabus

The evolution of relationship marketing
Key concepts in relationship marketing
The six markets framework
External marketing and customer retention
Internal marketing and employee retention
Planning for relationship marketing.
Intended Learning Outcomes
In recent years there has been an increasing recognition of the importance of building long-term relationships with customers. This is particularly true in low-growth, mature markets where the value of the retained customer may be substantial.

The learning outcome of this course is to provide students with a clear understanding of relationship marketing and the ability to make an assessment of an organisation’s relationships with its key market domains and how to improve them.

Relationship Marketing and CRM

Aims and Objectives
Organisations are now discovering that the cost of gaining new customers requires a substantial investment that can only be justified by long-study retention of those customers and maximising their lifetime value. There is also a growing appreciation that not all customers are profitable ones; you need to assess which ones are, and discover how to keep them. The objective of this module is to focus on how a Customer Relationship Management programme should be formulated and implemented. The course will emphasise developing the knowledge and skills needed to create a successful CRM programme.

Syllabus

The role of CRM (Customer Relationship Management) in creating value
A framework for developing CRM strategy
Maximising customers�value
Developing IT & operational capabilities for CRM
Developing people capabilities for CRM
Creating the climate for CRM
Implementing CRM strategy.
On completion of the course students will have:

Gained an understanding of the key role of CRM in delivery value
Learnt how to apply practical CRM knowledge to an organisation
An understanding of how best to introduce or improve CRM in an organisation
Become fully aware of the marketing, operations, IT and HR capabilities required for effective CRM.
...''

Phone:+44 (0)1234 751122

School Address:

Cranfield School of Management
Cranfield University
Cranfield
Bedford MK43 0AL
England



Jobs & Resumes: Bedford
Houses & Roommates: Bedford

MBA
Executive MBA
Logistics and Supply Chain Management
Finance and Management
Marketing Strategy
e-Commerce
Marketing Measurement
Brand Management
Human Resources Management
Programme and Project Management
Leading Learning and Change
Managing Organisational Performance
Business Leadership
Basic Finance for Company Directors
Building Value Through Inspired Leadership
Effective Management
Performance Measures

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