Relationship Marketing

Learning Outcomes

Upon successful completion of the course, students are expected to be able to demonstrate the ability to apply comprehensive relationship marketing approaches in business decision-making process ; demonstrate an understanding of a holistic view of marketing; demonstrate an understanding of relationship marketing role s in contributing an immediate business performance.

Topics

The course explores strategies of properly aligning the relationships between all the key stakeholders in an organization in working toward increased performance and profitability of the organization to achieve its sustainable growth. It teaches students to implement the innovative relationship marketing program in four phases: strategic analysis, planning, implementation and control; utilize databases to gather individual information and created targeted messages; create specific campaigns that are relevant to different segments of consumers; measure marketing campaign results with ROI Calculation models and develop practices that will continuously improve ROI.