5 crédits
30.0 h
Q2
Enseignants
Kervyn de Meerendré Nicolas;
Langue
d'enseignement
d'enseignement
Anglais
Préalables
None
Thèmes abordés
Relational marketing is taking more importance relative to transactional marketing. Companies try to tie up narrow contacts and to create long-lasting relations online and offline with their customers given the potential beneficial effect of these long-lasting relations on the profits of companies. This relational approach is particularly relevant (but no limited) to services marketing and business to business marketing. This course will present the theories and models of customer relationship management and apply them through case studies.
Acquis
d'apprentissage
d'apprentissage
A la fin de cette unité d’enseignement, l’étudiant est capable de : | |
| 1 |
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:
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La contribution de cette UE au développement et à la maîtrise des compétences et acquis du (des) programme(s) est accessible à la fin de cette fiche, dans la partie « Programmes/formations proposant cette unité d’enseignement (UE) ».
Contenu
1. 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.
2. 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.
3. 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.
4. 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.
2. 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.
3. 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.
4. 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.
Méthodes d'enseignement
The format is based on active learning and includes lectures, case studies, videos, incidents and class discussion, qualified speakers and individual assignment that will consist of reading, summarizing and applying results presented in an international peer reviewed academic journal.
Modes d'évaluation
des acquis des étudiants
des acquis des étudiants
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.
Ressources
en ligne
en ligne
Cfr Moodle
Bibliographie
The exact list of references will be quoted or provided via Moddle. Examples of references include :
- 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
- 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
Faculté ou entité
en charge
en charge
CLSM
