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Relational Marketing

Code 14392
Year 3
Semester S2
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements n.a.
Mode of delivery Face-to-face
Work placements n.a.
Learning outcomes 1 - This unit aims to provide a broad perspective of the application of Relationship Marketing and their potentialities for the organizations/companies.
At the end of this unit the student should be able to:
2 - Develop and implement Relationship Marketing strategies
3 - Estimate the Customer Lifetime Value of the customers
4 - Analyze a customer database and make decisions related with
5 - Choose among different options of managing relationships with customers
6 - Develop the appropriate communication mix for the development and maintenance of during relationships.
In addition, it is intended that the student develops some skills of assiduity and punctuality, respect for colleagues and teacher, critical sense, responsibility, teamwork and power of argument.
Syllabus I-From transactional to relational marketing
II - The concept of value and relational marketing
III - A chain of relations in marketing
IV - Loyalty as a basis of relational marketing
V - The information management and relationship marketing
VI - The implementation of a policy for managing customer relationships
VII – Communicating to establish relationships
Main Bibliography Anton, Jon; Petouhoff, Natalie (2002) – Customer Relationship Management: The bottom line to optimizing your return. Prentice Hall. New Jersey.
Hughes, A. (2003). The customer loyalty solution: what works (and what doesn't) in customer loyalty programs. New York: McGraw-Hill.
Ian Gordon (1998) - Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever.
Kumar, V., & Reinartz, W. (2012). Customer Realtionship Management: concept, strategy and tools (Second ed.). London: Springer.
Oliver, R. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw Hill.
Payne, A. (2005). Handbook of CRM: achieving excellence in customer management. Oxford: Routledge.
Peelen, E. (2005). Customer Relationship Management. England: Pearson Education.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-06-09

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