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| Detailinformationen |
| Anmeldevoraussetzungen |
KS Marketing Management
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| Quellcurriculum |
Masterstudium Management 2020W |
| Ziele |
This course aims to:
- Cover the key concepts of RM and CRM and related topics, including services marketing, and focuses on a case study, problem solving approach and aims to:
- Enable current and future managers and in particular Marketing Managers to be able to understand and successfully implement key elements of a RM and CRM strategy so that small, medium and large organisations can flourish and gain competitive advantage.
- Provide students with a theoretical and practical knowledge of the concept and process of customer relationship management based on the economics of undertaking a strategic approach to RM.
- Examine and critically analyse key concepts of RM such as: Customer retention, churn, customer analysis, targeting, acquisition; developing a dialogue with customers’ through customer loyalty; lifetime value with a view to increased profitability and sustainability.
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| Lehrinhalte |
Indicative content includes:
- Concepts of relationship marketing
- Models and approaches to RM
- Loyalty, retention and churn
- Role of customer service and quality in RM
- CRM and RM
- Capture of data and database Management
- Aspects of social responsibility in RM
- Digital activity and RM
- Need for planning for RM
In the second part of the seminar students are expected to develop and present a case study solution that is based on the acquired knowledge.
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| Beurteilungskriterien |
Group coursework (100%)
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| Lehrmethoden |
The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives.
In addition to self-directed learning, the teaching and learning methods include formal lecture and (mostly) tutorials.
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| Abhaltungssprache |
English |
| Literatur |
To be announced
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| Lehrinhalte wechselnd? |
Nein |
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