Relationship Marketing

Recommended Prerequisites

No prerequisites are required for this course, even though knowledge of the Marketing course is considered important.

Teaching Methods

In this course team work will be stimulated and the teaching will be deeply interactive, involving all the participants in the working plan. It will be given a practical component to the teaching subjects, as often as possible with the involvement of private companies or real cases.

In each session, there will be multiple groups of students in action: one group will present a case of the day, a current case, relevant, on the topics of the UC; two groups will present and animate the two themes of the session. 2 additional groups will make structured comments on each of topics of the session.

Learning Outcomes

Relationship marketing intends to assume itself as a new vision of marketing, committed to creating value for stakeholders and guaranteeing customer loyalty. In this course, we intend to understand the essence of this approach and understand its contributions to a more effective marketing strategy, and to the creation of a highly profitable customer base, based on a long-term perspective. The program presented here is based on the assumption that its participants have a basic training in marketing. As a final result, participants will have to show a new vision of marketing, based on the creation of stable, lasting and mutually beneficial relationships between companies and their customers.

Work Placement(s)

No

Syllabus

I. From transactional marketing to relationship marketing

• The essence of Loyalty

• Customer rotation costs

• The benefits of loyalty

• What does loyalty mean

II. Relational marketing according to recipients:

• B2B

• B2C

• Services

III. A new segmentation

• The search for relational customers

• Segmentation of the customer portfolio

IV. The role of CRM

V. The Customer Journey

• Manage multiple touchpoints

• An Omnichannel Strategy

• Convert leads into business.

Head Lecturer(s)

Arnaldo Fernandes Matos Coelho

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

Alzira Marques: Marketing Relacional.  2ª Edição - setembro de 2014

Gart Capote:  A Jornada do Cliente: Guia essencial para entender clientes, desenvolver soluções, projetar experiências, repensar processos e prosperar (Portuguese Edition) Paperback – November 26, 2020.