Strong customer relationships can represent a sustainable competitive advantage for companies. Customer relationship management is concerned with establishing, developing, and maintaining successful relationships between customers and companies in the long term. The online course provides lectures on the state-of-the-art of relationship marketing research, enabling participants to understand and effectively apply customer relationship management tools. One important tool, for example, are customer loyalty programs, which are discussed in detail in the course.
DATE
flexible, start is possible at any time
COURSE TYPE
Online course with videos and reflection task
FEE
free of charge
PROCESSING TIME
about 12 hours
LANGUAGE
English
Content
1. UNDERSTANDING RELATIONSHIP MARKETING
E-Lecture 1: Relationship Marketing in the Digital Age
E-Lecture 2: Relationship Marketing Theory and Framework
2. APPLYING RELATIONSHIP MARKETING
E-Lecture 3: Relationship Marketing Dynamics
E-Lecture 4: Relationship Marketing Strategies
A DEEP DIVE ON LOYALTY PROGRAMS
E-Lecture 5: Psychological Elements of Loyalty Programs
E-Lecture 6: Strategic Elements of Loyalty Programs
E-Lecture 7: Operational Elements of Loyalty Programs
E-Lecture 8: Current Trends in Loyalty Program Practice
and Research
E-Lecture 9: Relationship Marketing Targeting
3. OUTLINING THE FUTURE OF RELATIONSHIP MARKETING
E-Lecture 10: Research and Managerial Guidelines for Relationship Marketing in the Digital Age
Target Group
- Employees in the field of marketing, sales, and service
- Employees working in the tourism and service industry (e.g., hotel chains, shipping companies, tour operators, tourism organizations, event agencies)
- Entrepreneurs or start-up founders
- Students of Business Administration
- Students of other disciplines who would like to improve their knowledge in Customer Relationship Management
Lecturer
Professor Dr. Lena Seinhoff
Assistant Professorship of Service Management
Department of Business Administration,Faculty of Economic and Social Sciences, University of Rostock
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