Relationship Marketing Institution Vytautas Magnus University Related programme Marketing and International Commerce Code VAM6003 ECTS 6 ISCED code 0414 Marketing and advertising Language of instruction English Academic term 2/2 Title Relationship Marketing en Description Course objective - to provide the students with theoretical knowledge \nand practical skills, which are essential for understanding of customercentric company strategies. Course purpose - to nurture students’ \nknowledge, abilities to analyze customer attraction, retention, and win \nback strategies. Students study the main principles of customer \nrelationship management (CRM), analyzing criteria for customer \ndatabase segmentation and decision making based on main principle of \nrelationship marketing. As segmentation criteria for customer database \nsegmentation the CVL and RFM indicators will be introduce. en Learning outcomes These are the Learning Outcomes of the Course. This is a required field. This is a long text field. en URL en www.vdu.lt/wp-content/uploads/2022/10/VAM6003_Relationship-Marketing.pdf