At the end of this learning unit, the student is able to :
During their programme, students of the LSM Master¿s in management or Master¿s in Business engineering will have developed the following capabilities¿
2.1 Master the core knowledge of each area of management.
2.4 Activate and apply the acquired knowledge accordingly to solve a problem.
3.1 Conduct a clear, structured, analytical reasoning by applying, and eventually adapting, scientifically based conceptual frameworks and models,to define and analyze a problem.
8.1 Express a clear and structured message, both orally and in writing in their mother tongue, in English and ideally, in a third language, adapted to the audience and using context specific communication standards.
Upon completing this course, students will be able to:
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
- The relational marketing approach: The traditional concepts of strategic and operational marketing will be revisited with a relational marketing approach. The growing influence of big data in this approach will be highlighted.
- Consumer-Brand Relations: How can models of interpersonal relationships be applied to consumer brand relationships? The students will learn how to identify and leverage these different kinds of relations.
- Relational approach to business to business marketing:Business to business marketing is largely based on long term relations. Models will be presented in order to learn how to develop and implement customer-centric strategies and maximize their strategic value.
- Relational approach to service marketing: In the service marketing, the quality of the service is intrinsically related to the quality of the relation established with the customer. Models of service satisfaction and ways to maximize that satisfaction will be reviewed
- Date: No
- Type of evaluation: No
- Comments: No
- Oral: No
- Written: No
- Unavailability or comments: No
- Oral: No
- Written: Yes (3 hours)
- Unavailability or comments: Discussion and active participation will be very important in this course. Students' acquisition of knowledge will be assessed using an individual written exam. Finally, students will be asked to find, summarize and apply concepts relevant to Relational Marketing as presented in international peer reviewed academic journals.
- Peelen, E & Beltman R. (2014) Customer Relationship Management, Pearson
- Richardson N., James J., Kelley N. (2015) Customer-Centric Marketing: Supporting Sustainability in the Digital Age, Kogan page
Fournier S., Breazeale M. & Avery J. (2015) Strong Brands, Strong Relationships, Routledge