RELATIONSHIP MARKETING

The School of Management, University of Surrey
Surrey, United Kingdom

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

Course Description:

'' 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


...''

Phone:+44 (0)1483 686300

School Address:

The School of Management
University of Surrey
Guildford
Surrey
GU2 7XH
UK


Jobs & Resumes: Surrey
Houses & Roommates: Surrey

MBA
PRODUCTION AND OPERATIONS MANAGEMENT
STRATEGIC MANAGEMENT
MARKETING AND BUSINESS PLANNING
PROJECT MANAGEMENT
FINANCIAL STRATEGY
ENTREPRENEURSHIP AND CREATIVITY
STRATEGIC CHANGE MANAGEMENT
Entrepreneurship
MSc in Financial Services Management
MSc in Food Management
MSc in Health Care Management
MSc in Human Resource Management
International Business Management

Notice: The course description on this page was captured from the Internet as historical reference or submitted by visitors. It was archived statically and not updated from day to day.
 

Tips: In most cases you will get a unique submit code along with your each posting on this website. Please provide it as well as the message title if you want any assistance for editing/removal.