| 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 exposition and student-centered, with an indication of tasks to be carried out for inclusion in class. Group work will be carried out in class and at home to prepare for classes or to build knowledge after the classroom teaching. These exercises are considered for evaluation as complementary exercises to the subject. In addition to these assessment elements, group work will be carried out outside the classroom, to analyze in a case study style, the application of the concepts taught in Chapter 4 and Chapter 6 of the program.
Student workers may have adjustments in the assessment, however they must contact the teacher to agree on the criteria and establish that the minimum for continuous assessment and for access to the exam also apply to their status.
Students can opt to be evaluated bycontinuous assessment or by exam. The option is available in Moodle (poll) until March 19, 2022.
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Language |
Portuguese. Tutorial support is available in English.
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