Descriptive summary of the course: In a context of rapid technological change, new paradigms of interaction, volatility of the economy and crisis of confidence, the Relationship Marketing is essential to developing sustainable solutions and create unquestionable value with and for several strategically significant partners for the organization: customers, distributors, suppliers, investors and society in general. This course aims to train professionals who, based on knowledge, understanding, analysis, implementation and evaluation of relational marketing practices, are able to improve the quality and effectiveness of the management of relationships between organizations and their customers and partners, considering all the evolution of markets and customers. Value, quality, satisfaction, loyalty and loyalty are the key concepts of this course that will underpin the content covered and examples.
Goals and Learning Outcomes Master the principles, concepts and techniques of relational marketing. Understand the fundamental role of relationship marketing in the evolution of theory and practice of marketing. Distinguish and understand the various implications of relationship marketing in organizations. Identify and recognize the strategic and organizational implications of relationship marketing. Make decisions and implement actions in the field of relationship marketing. Understanding the contextual specificity of relationship marketing. Relate to different types of relationship marketing programs with different application contexts. Understand the metrics of relationship marketing Understanding the complexity, potential and challenges of Customer Relationship Management implementation. Identify the relational potential of experiential marketing.
Skills: Focusing the relational marketing in a strategic, tactical and operational way, integrated with the overall process of management of organizations. Getting to critically analyze case studies and identify and resolve relational marketing problems in an holistic and pragmatic way. Evaluate relational strategies and be able to propose solutions and introduce changes and improvements in relationship management. Contribute to the development, implementation and evaluation of relationship marketing and customer loyalty programs, equating different relationship management options. Focusing on technology as a means (and not as an end) of relationships management. Know how to use metrics of relationship marketing. Optimize marketing strategies through Customer Relationship Management. Understanding the importance of coordination between the areas of marketing, sales and customer service.
Programme
1. From Transactional Marketing to Relationship Marketing 1.1. Continuity or Rupture? 1.2. Concepts and fundamentals of relational marketing. 1.3. Values and Key Properties of Relational Marketing 1.4. The Strategic, Tactics, Organizational and Technological Implications of Relationship Marketing 1.5. Reconfiguration of the marketing mix. 2. The sources of value for customers 2.1. Concept of value, co-creation of value and customization 2.2. From relational commitment to customer loyalty. 2.3. Determinants and loyalty models. 3. The multi-relational approaches 3.1. The 6 Markets Model 3.2. The 30 Relationships Model 4. Different Application Contexts 4.1. B-to-B 4.2. B-to-C 4.3. Services 4.4. Supply Chain (supply chain) 4.5. The loyalty as the basis of Relationship Marketing 5. Customer Relationship Management (CRM) 5.1. The CRM Continuum: technological approach versus the strategic approach 5.2. The process and the challenges of implementation 5.3. Different CRM modules: Collaborative, Analytical and Operational 6. Metrics of Relationship Marketing 6.1. Concept and importance of marketing accountability 6.2. Metrics: Return on Relationships, Satisfaction, Loyalty, Lifetime value, Share of Wallet, Customer Equity 6.3. Strategies to increase ROR (Return on Relationships) 7. Trends in Relationship Marketing 7.1. Web, interactive marketing and online loyalty 7.2. The Experiential Marketing and complementarity with relationship marketing.
Francis Buttle;Customer relationship management. Vol 13, Routledge, 2004
JOAQUIM ANTUNES & PAULO RITA;O marketing relacional como novo paradigma. Uma análise conceptual, Revista Portuguesa e Brasileira de Gestão, Abril-Junho, pp. 36-46, 2008
Christian Gronroos;Service Management and Marketing Customer Management In Service Competition. 3ª edição, Wiley, 2007
CHRISTIAN GRONROOS;From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Management Decision, Volume 32, Número 2, pp. 4-20, 1994
CHRISTIAN GRONROOS;Relationship marketing: strategic and tactical implications, Management Decision, Volume 34, Número 3, pp. 5-14, 1996
Adrian Payne;Handbook of CRM: Achieving Excellence in Customer Management., Butterworth Heinemann, 2005
PEPPERS & ROGERS GROUP;CRM Séries, Marketing 1 to 1,3ª Edição, S. Paulo, 2004
BERND SCHMITT;Experiential Marketing: How to Get Companies to Sense, Feel, Think, Act, and Relate to Your Company and Brands., Free Press, 1999
BRITO, CARLOS, RAMOS, CARLA & CARVALHO, PEDRO;Parcerias no Negócio Electrónico, Sociedade Portuguesa de Inovação, 2006
Learning Methods
The teaching methodology will be active and participatory, encouraging interaction with the real business environment. So, it will include: - Presentation and discussion of concepts, methodologies and techniques using the bibliography and audiovisual media; - The review, discussion and resolution of practical cases with concrete situations in groups and in class; - Application of developed content to a work analysis of the relationship strategies of a real company, consolidating the results of learning.
Assessment Components
Avaliação apenas com exame final
Assessment Components
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
45
Participação Presencial
10
Individual written test
Teste/Exame
2
Analysis and discussion of texts, and resolution of cases and exercises