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...
Assistant Professorship of Service Management
Department of Business Administration, Faculty of Economic and Social Sciences, University of Rostock
INFORMATION
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
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
E-Lecture 1: Relationship Marketing in the Digital Age
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
E-Lecture 2: Relationship Marketing Theory and Framework
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
E-Lecture 3: Relationship Marketing Dynamics
VIDEO 1: INTRODUCTION
VIDEO 2: APPROACHES TO MANAGING RELATIONSHIP MARKETING DYNAMICS
VIDEO 3: GUIDELINES FOR MANAGING RELATIONSHIP MARKETING DYNAMICS
E-Lecture 4: Relationship Marketing Strategies
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
E-Lecture 5: Psychological Elements of Loyalty Programs
VIDEO 1: INTRODUCTION
VIDEO 2: EMOTIONAL ELEMENTS
VIDEO 3: COGNITIVE ELEMENTS
VIDEO 4: EXECUTIVE TAKEAWAYS
E-Lecture 6: Strategic Elements of Loyalty Programs
VIDEO 1: INTRODUCTION
VIDEO 2: STRUCTURE ELEMENTS
VIDEO 3: REWARDS ELEMENTS
VIDEO 4: EXECUTIVE TAKEAWAYS
E-Lecture 7: Operational Elements of Loyalty Programs
VIDEO 1: INTRODUCTION
VIDEO 2: DELIVERY ELEMENTS
VIDEO 3: DYNAMICS ELEMENTS
VIDEO 4: TARGETING ELEMENTS
VIDEO 5: EXECUTIVE TAKEAWAYS
E-Lecture 8: Current Trends in Loyalty Program Practice and Research
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
E-Lecture 9: Relationship Marketing 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
E-Lecture 10: Research and Managerial Guidelines for Relationship Marketing in the Digital Age
VIDEO 1: INTRODUCTION
VIDEO 2: ENHANCING RELATIONSHIP MARKETING UNDERSTANDING
VIDEO 3: ENHANCING RELATIONSHIP APPLICATIONS
REFLECTION TASK - LOYALTY PROGRAM DIARY
Here you can find a voluntary reflection task on the E-Lectures 5-8.