Course content

- Understanding, creating and delivering customer value in global business markets - Relationship marketing & CRM - Marketing, sales and service automation - Managing and measuring the customer lifecycle (acquisition, retention, etc.) - Customer data management - Measurements of customer preferences

Learning outcome

Learning outcome - Knowledge - Be competent in the field's terminology. - Have in-depth competence in relationship marketing, customer values and customer markets (what generates customer value, how to develop customer value and how to supply customer value). - Have advanced knowledge of strategic, analytic and operational CRM Learning outcome - Skills - Be able to communicate problems, issues and analyses in the field, and draw conclusions. - Know how to use various tools when analyzing customer values. Learning outcome - General competence - Have in-depth knowledge about attitudes and drivers of customer value and relationships (market orientation, customer orientation, etc.). - Ability to contribute to an innovative and profitable further development of the customer value proposition.

Learning methods and activities

A combination of multimedia, lectures, case, discussion, presentations and guest lectures. Active participation in the classes is strongly recommended.

Further on evaluation

Students are entitled to re-sit only the part of the examination in which they have had legitimate reasons for an absence or have failed. A re-sit examination will take place only during the designated period for re-sit examinations.To be awarded a grade, both exams must be passed. Students are entitled to sit to the part of the ordinary examination in which they have failed or want to improve. They do not need to retake all parts of the examination.

Specific conditions

Required previous knowledge

As for the study programme.

Course materials

Required Book: Customer Relationship Management: Concepts and Technologies; Buttle, Francis & Maklan, Stan; Routledge; 3 edition (April 8, 2015); ISBN-13: 978-1138236813. Selected articles.

Credit reductions