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Customer Relationship Management

Online Course | Customer Relationship Management | Wissenschaftliche Weiterbildung | Prof. Dr. Lena Steinhoff

Reiter

Welcome to the Online Course: Customer Relationship Management

Strong customer relationships can represent a sustainable competitive advantage for companies. Customer relationship management is concerned with establishing, developing, and maintaining successful relationships between customers and companies in the long term. The online course provides lectures on the state-of-the-art of relationship marketing research, enabling participants to understand and effectively apply customer relationship management tools. One important tool, for example, are customer loyalty programs, which are discussed in detail in the course.

CONTENTS

1. UNDERSTANDING RELATIONSHIP MARKETING
E-Lecture 1: Relationship Marketing in the Digital Age
E-Lecture 2: Relationship Marketing Framework and Theory

2. APPLYING RELATIONSHIP MARKETING
E-Lecture 3: Relationship Marketing Dynamics
E-Lecture 4: Relationship Marketing Strategies

     A DEEP DIVE ON LOYALTY PROGRAMS
     E-Lecture 5: Psychological Elements of Loyalty Programs
     E-Lecture 6: Strategic Elements of Loyalty Programs
     E-Lecture 7: Operational Elements of Loyalty Programs
     E-Lecture 8: Currents Trends in Loyalty Program Practice and Research

E-Lecture 9: Relationship Marketing Targeting

3. OUTLINING THE FUTURE OF RELATIONSHIP MARKETING
E-Lecture 10: Research and Managerial Guidelines for Relationship Marketing in the Digital Age

TARGET GROUP

This online course is designed for interests of the following target groups...
  • Employees in the field of marketing, sales, and service
  • Employees working in the tourism and service industry (e.g., hotel chains, shipping companies, tour operators, tourism organizations, event agencies)
  • Entrepreneurs or start-up founders
  • Students of Business Administration
  • Students of other disciplines who would like to improve their knowledge in Customer Relationship Management
The E-Lectures were produced by Professor Dr. Lena Steinhoff.
Assistant Professorship of Service Management
Department of Business Administration, Faculty of Economic and Social Sciences, University of Rostock


INFORMATION
  • Date: flexible, start is possible any time
  • Fee: free of charge
  • Language: English
  • Course type: video lecture
  • Course length: 42 Videos, approx. 12 hours

1. UNDERSTANDING RELATIONSHIP MARKETING

VIDEO 1: INTRODUCTION

VIDEO 2: RELATIONSHIP MARKETING AS A SOURCE OF SUSTAINABLE ADVANTAGE

VIDEO 3: DEFINITION OF RELATIONSHIP MARKETING AND EVOLUTION
OF RELATION MARKETING TERMINOLOGY

VIDEO 4: KEY TRENDS INCREASING THE IMPORTANCE OF
RELATIONSHIP MARKETING

VIDEO 5: THE DIGITAL AGE: THE MEGA-TREND INCREASING THE IMPORTANCE
OF RELATIONSHIP MARKETING

VIDEO 1: INTRODUCTION

VIDEO 2: OVERVIEW OF THE EVOLUTION OF RELATIONSHIP MARKETING THEORY

VIDEO 3: TWIN PILLARS OF RELATIONSHIP MARKETING EFFECTIVENESS:
THE EVOLUTIONARY PSYCHOLOGY OF GRATITUDE AND UNFAIRNESS

VIDEO 4: A TYPOLOGY OF MARKETING RELATIONSHIPS

VIDEO 5: RELATIONSHIP MARKETING FRAMEWORK

2. APPLYING RELATIONSHIP MARKETING

VIDEO 1: INTRODUCTION

VIDEO 2: APPROACHES TO MANAGING RELATIONSHIP MARKETING DYNAMICS

VIDEO 3: GUIDELINES FOR MANAGING RELATIONSHIP MARKETING DYNAMICS

VIDEO 1: INTRODUCTION

VIDEO 2: RELATIONSHIP MARKETING FOR BUILDING RELATIONSHIPS

VIDEO 3: RELATIONSHIP MARKETING FOR MAINTAINING RELATIONSHIPS

VIDEO 4: INSTITUTIONALIZED RELATIONSHIP MARKETING PROGRAMS

A DEEP DIVE ON LOYALTY PROGRAMS

VIDEO 1: INTRODUCTION

VIDEO 2: EMOTIONAL ELEMENTS

VIDEO 3: COGNITIVE ELEMENTS

VIDEO 4: EXECUTIVE TAKEAWAYS

VIDEO 1: INTRODUCTION

VIDEO 2: STRUCTURE ELEMENTS

VIDEO 3: REWARDS ELEMENTS

VIDEO 4: EXECUTIVE TAKEAWAYS

VIDEO 1: INTRODUCTION

VIDEO 2: DELIVERY ELEMENTS

VIDEO 3: DYNAMICS ELEMENTS

VIDEO 4: TARGETING ELEMENTS

VIDEO 5: EXECUTIVE TAKEAWAYS

VIDEO 1: INTRODUCTION

VIDEO 2: TREND 1: SURPRISE

VIDEO 3: TREND 2: OMNICHANNEL

VIDEO 4: TREND 3: LOCATION-BASED REWARDS

VIDEO 5: TREND 4: GAMIFICATION

VIDEO 6: TREND 5: DYNAMIC TARGETING

VIDEO 1: INTRODUCTION

VIDEO 2: APPROACHES TO MANAGING RELATIONSHIP MARKETING TARGETING

VIDEO 3: GUIDELINES FOR MANAGING RELATIONSHIP MARKETING TARGETING

3. OUTLINING THE FUTURE OF RELATIONSHIP MARKETING

VIDEO 1: INTRODUCTION

VIDEO 2: ENHANCING RELATIONSHIP MARKETING UNDERSTANDING

VIDEO 3: ENHANCING RELATIONSHIP APPLICATIONS

REFLECTION TASK - LOYALTY PROGRAM DIARY

Inhaltsseite
Here you can find a voluntary reflection task on the E-Lectures 5-8.