[ 973MGDWREMS19 ] SE Relationship Marketing
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| Es ist eine neuere Version 2022W dieser LV im Curriculum Master's programme Business Informatics 2022W vorhanden. |
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| (*) Unfortunately this information is not available in english. |
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| 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 |
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| Detailed information |
| Pre-requisites |
(*)KS Marketing Management
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| 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.
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| 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
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| Criteria for evaluation |
Group coursework (100%)
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| 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.
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| Language |
English and French |
| Study material |
To be announced
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| Changing subject? |
No |
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| On-site course |
| Maximum number of participants |
25 |
| Assignment procedure |
Assignment according to priority |
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