Study Guide

Objective

The student recognizes the role of customer relationship management. The student knows how customer knowledge can be acquired and used in strategic decision making. The student is able to classify different kind of customers on the basis of customer information. The student recognizes measurement techniques related to customer knowledge and knows how different reports on customer information can be used in marketing.

Content

- Characteristics of relationship marketing
- Phases of customer relationships and customer relationship development
- Collection and utilization of customer data

Qualifications

No prerequisites

Assessment criteria, satisfactory (1)

The student has completed the assigned tasks and has participated in the course. The student can outline the special features of customer relationship marketing. The student can outline the possibilities and role of relationship marketing as a customer relationship maintainer and developer. The student knows how to classify customer relationships.

Assessment criteria, good (3)

The student has completed the assigned tasks and has actively participated in the course. The student can describe the specific features of customer relationship marketing. The student knows how to describe and evaluate the possibilities and role of relationship marketing as a maintainer and developer of customer relationships. The student knows how to value and classify customer relationships.

Assessment criteria, excellent (5)

The student has completed the assigned tasks thoroughly and has participated actively and constructively in the course. The student can comprehensively describe the special features of customer relationship marketing. The student can evaluate the possibilities and role of relationship marketing as a customer relationship maintainer and developer. The student knows how to value and classify customer relationships.