[ 973MGDWREMS19 ] SE Relationship Marketing

Es ist eine neuere Version 2022W dieser LV im Curriculum Master's programme Business Informatics 2022W vorhanden.
(*) Unfortunately this information is not available in english.
Workload Education level Study areas Responsible person Hours per week Coordinating university
2 ECTS M1 - Master's programme 1. year Business Administration Christoph Teller 1 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites (*)KS Marketing Management
Original study plan Master's programme Management 2020W
Objectives 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.
Subject 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
Criteria for evaluation Group coursework (100%)
Methods 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.
Language English and French
Study material To be announced
Changing subject? No
On-site course
Maximum number of participants 25
Assignment procedure Assignment according to priority