| 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 include expository presentation of concepts with interactive moments using interactive technologies such as Kahoot and Mentimeter; collaborative methodology, through group work in class to solve practical cases; peer assessment for some group exercises.
Students can choose the assessment method that best suits them in order to pass the course. They can opt for
o Continuous assessment (conditions defined below).
o Assessment by exam (option exercised through a survey placed on Moodle and available until 5 April 2025).
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Language |
Portuguese. Tutorial support is available in English.
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