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Relationship Marketing Management

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course code : rmm 001

course hours : 12 hours

PREQ: N/A

Course Description

The course provides knowledge of central concepts and theories of Relationship Marketing (RM); the concepts relevant to relational thinking and network-related thinking. The course covers a holistic insight into different types of relations between different players/interested parties/stakeholders in the market showing how these interact and influence one another. In addition, the course introduces an understanding of the connection between customer loyalty and profitability, as well as highlights the importance of rooting and implementing a CRM strategy in all parts of the operation. The course treats issues related to CRM from a theoretical as well as practical perspective and provides guidance on ways of improving the overall understanding of marketing.

Learning Outcomes

By the end of the course, the participant will be able to:

Understand marketing strategies aimed at delivering quality, securing repeat business and generating customer loyalty which forms the foundations for successful customer relationship marketing
Identify market forces and customer expectations
Understand the various models of buyer behavior
Develop appropriate marketing strategies based on the marketing mix
Understand the importance of quality in exceeding customer expectations
Identifying customer expectations by using various customer research methods
Identify the various elements of successful customer services
Identify exercises to ensure that quality is maintained and improved where possible
Implement exercises to ensure that quality is maintained and improved where possible
Control exercises to ensure that quality is maintained and improved where possible
Monitor exercises to ensure that quality is maintained and improved where possible
Appreciate the importance of Direct Marketing in CRM

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