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| Detailed information |
| Pre-requisites |
973GMCCMARK22 KS Marketing Management (6 ECTS) ODER
KS Introduction to Marketing Management (6 ECTS)
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| Original study plan |
Master's programme Management 2024W |
| Objectives |
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 organizations 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 analyze 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: Synthesize 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 |
The strategic management of customer relationships is a critical activity of all enterprises. Organizations have learned that building and maintaining relationships with their customers is usually more important and profitable than customer acquisition. Hence, this course aims to advance the role of Customer Relationship Marketing and Customer Insights in an overall business strategy, as well as in the marketing mix. Particular focus is given on the topic of analytics of customer relationships. The course can be divided as follows:
Part 1: Fundamentals of relationship marketing: Models and approaches to RM
Part 2: Customer insights, Customer segmentation and targeting
Part 3: Managing customer relationships: Loyalty, retention and churn, role of customer service and quality, customer lifetime value
Part 4: Relationship marketing in the digital age: Social Media (analytics), Brand funnel, customer journey
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| Criteria for evaluation |
The assessment strategy follows an adaptive learning design including motivational strategies. It includes:
- Participation and engagement in class discussions (max. 5 points each class)
- Online quiz (max. 5 points each class)
- Individual coursework (50 points)
- Peer rating (10 points)
- Self-reflection (10 points)
A total of 100 points can be achieved in this course.
Synchronization of learning outcomes and assessments:
- LO1: Course participation, Online Quiz
- LO2: Course participation, Individual Assignment
- LO3: Individual Assignment
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| Methods |
The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives. The course leader will use the latest technology and stretch on the usage of digital didactic tools. The content will be presented by the course leader as well as interactively as a team along with the students.
The course follows an application and problem based pedagogical approach. It includes:
- Formal lectures
- In-class group work and discussions
- Individual assignments
- Peer rating
- Self-reflection
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| Language |
English |
| Study material |
Compulsory reading:
A set of relevant journal articles and useful web sites will be provided on Moodle.
Supplementary Reading:
Fader, P., Hardie, B. G., & Ross, M. (2022): The Customer-Base Audit, University of Pennsylvania Press.
Kumar, V. & Reinartz R. (2018): Customer Relationship Management, Springer.
Palmatier, R. W. & Steinhoff L. (2019): Relationship Marketing in the Digital Age, Routledge.
(Other materials can be retrieved from Moodle and/or will be announced in class.)
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| Changing subject? |
No |
| Further information |
For quality assurance and improvement purposes, please participate in all JKU course evaluations and surveys!
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| Earlier variants |
They also cover the requirements of the curriculum (from - to)
973MGDWCRMS23: SE Consumer Insights and Relationship Marketing (2023W-2024S)
973MGDWREMS19: SE Relationship Marketing (2019W-2023S)
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