Nurturing Customer Relationships: The Winning Formula of Marketing - Q4

Participation Prerequisites

No formal course prerequisites

Course Content

This course prepares students to be able to establish prosperous customer-firm relationships by means of designing, providing, and measuring competitive customer experiences along modern customer journeys. Our topics include:

• Economic consequences of customer loyalty
• Experiences as a facilitator of customer relationships
• Extended marketing mix
  • People
  • Processes & technologies
  • Physical & digital environments
• Customer strategy
  • Transactional marketing
  • Relationship marketing
  • Engagement marketing
• Roadmap to customer impact
• Customer loyalty programs
• Customer experience
  • Psychological foundations
  • Customer experience management
• Service encounters
  • Touchpoints
  • Social interactions
  • Processes & technologies
  • Physical & digital environments
• Customer outcomes
  • Objective measures
  • Subjective measures
  • Gaps model of experience quality
  • Service failure and recovery

Intended Learning Outcomes and Competencies

Successful participation will convey competencies to

• outline psychological dynamics underlying flourishing customer-firm relationships,
• differentiate between the mindsets of firms’ relational versus transactional strategic orientations,
• identify central determinants and consequences of customer loyalty,
• incorporate the vital role of frontline service professionals,
• design effective customer experiences to nurture loyal customers,
• analyze and interpret critical customer outcomes,
• implement initiatives to recover successfully from service failures.

Instruction Type

Presence

Form of Examination

Final written exam (65 %), one group presentation including submitted presentation slides of case study assignment (25 %), participation in interactive in-class exercises, typically when having an external guest speaker (10 %)