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| Detailed information |
| Pre-requisites |
KS Marketing Management
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| Original study plan |
Master's programme Management 2022W |
| 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.
Learning outcomes:
On successful completion of this course, the students will be able to:
- LO1: Appreciate the scope and character of relationship marketing in today's dynamic markets. [subject knowledge skills]
- LO2: Synthesise knowledge of relationship marketing strategy, relationship marketing operations and analytics and apply concepts to national and international case studies. [transferable and cognitive/analytical skills]
- LO3: Demonstrate the ability to formulate and present a concise relationship marketing report. [professional/practical skills]
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| Subject |
Indicative content in the context of relationship marketing 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 |
- Participation and engagement (20 % - individual)
- Case study presentation (40 % - group)
- Coursework 2,000 words (40 % - individual)
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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 tutorial, use of case studies and seminar exercises.
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| Study material |
Compulsory reading:
Fader, Peter; Customer Centricity, Wharton Digital Press (ISBN: 9781613630167)
Fader, Peter; Toms, Sarah; The Customer Centricity Playbook, Wharton Digital Press (ISBN: 9781613630907)
Kotler, Philip, Keller, Kevin Lane, Chernev, Alexander (2022): Marketing Management. Global/16th Edition. Person: Harlow (England).
Supplementary Reading;
Details of relevant journal articles and useful web sites will be provided throughout the teaching of the course.
Other materials can be retrieved from Moodle and/or will be announced in class.
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| Changing subject? |
No |
| Further information |
none
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