Institution
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
\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.
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en
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en