[ 973MGDWREMS19 ] SE Relationship Marketing

Es ist eine neuere Version 2022W dieser LV im Curriculum Masterstudium General Management Double Degree ESC Troyes - JKU Linz 2022W vorhanden.
Workload Ausbildungslevel Studienfachbereich VerantwortlicheR Semesterstunden Anbietende Uni
2 ECTS M1 - Master 1. Jahr Betriebswirtschaftslehre Christoph Teller 1 SSt Johannes Kepler Universität Linz
Anmeldevoraussetzungen KS Marketing Management
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.
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.

Beurteilungskriterien Group coursework (100%)
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.
Abhaltungssprache English
Literatur To be announced
Lehrinhalte wechselnd? Nein
Teilungsziffer 25
Zuteilungsverfahren Zuteilung nach Vorrangzahl