Course: Relationship Management (5704-531)

Persons:

• Prof. Dr. Karsten Hadwich (verantwortlich)

Type of Course:

lecture with exercise

In-Class Hours Per Week:

3

Contents:

The basic idea of relationship management is for a company to mainly focus on customer relations in order to accomplish a successful reorientation of the company’s activities by regarding manner, process and intensity of customer relations. While existing measures focus on acquiring new customers, relationship management concentrates not merely on customer acquisition, but additionally deals with customer loyalty and with winning back valuable customers.
The lecture addresses the issue of restructuring marketing strategies and instruments by aligning to the phases of customer relation (customer acquisition, customer loyalty and customer reacquisition). Moreover, concepts to implement and monitor those marketing strategies and instruments are discussed.

Literature:

Bruhn, M. (2009): Relationship Marketing, 2. Aufl., München.
Ergänzende Lektüre wird separat bekannt gegeben.

Location:

Hohenheim

Module:

• 5704-530 Relationship Management (compulsory)