| Code |
14392
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| Year |
3
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
TP(60H)
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| Scientific area |
Marketing
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Entry requirements |
n.a.
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Mode of delivery |
Face-to-face
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Work placements |
n.a.
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Learning outcomes |
This course aims to provide a broad perspective on the application of the concept of relationship marketing and its potential for organisations.
At the end of this unit the student should be able to:
1. design and implement relationship marketing strategies
2. calculate the Customer Lifetime Value of customers
3. analyse the value of the customer portfolio
4. analyse the different customer relationship management options
5. identify the different phases of implementing a customer relationship management strategy
6. develop an appropriate communication mix for developing and maintaining lasting relationships.
In addition, the student is expected to develop skills such as attendance and punctuality, respect for colleagues and lecturers, critical thinking, responsibility, teamwork and the power of argument.
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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
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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.
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Teaching Methodologies and Assessment Criteria |
The methodologies used will be essentially of exposition and centered on the student, with indication of tasks to be carried out for inclusion in class. Group work will be carried out in class, while the classes will run in an online format, by using simultaneous classrooms. During the face-to-face regime, research work on the concepts to be developed in class for interactions and joint learning will be requested. Exercises to be carried out at home to review the understanding of the subject. These exercises are considered for evaluation on a participation basis with bonuses or as complementary exercises to the subject (CES). In classes, the attendance and the punctuality will be conditions for assessment by frequency. In addition to these elements of evaluation, a group work (GW) will be carried out to analyze in a case study style about Chap. 4 and Chap. 6 of the program.
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Language |
Portuguese. Tutorial support is available in English.
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