Learn how to design your activities to engage customers through relationships instead of a one-off sale.
This free online course introduces the principles of relationship marketing, revealing long-term relationships as the way to unlock value for marketers, customers and other stakeholders. Even if you have never considered marketing to be relevant to you personally, the ideas shared in this course will reveal how you can benefit from it – at work or elsewhere.
Discover how to engage customers through relationships
You will explore how organisations choose the right customers to engage with, how they sustain such engagement, and how and why they disengage. As well as analysing how organisations implement relationship marketing, the course will encourage you to apply its ideas to your own role even if you have little or no direct contact with customers. You’ll also be able to use these principles with potential employers.
Relationship marketing isn’t restricted just to business-to-consumer transactions. Whether you are in the public sector, the military or even a technology start-up, you’ll find out how ideas developed in the context of customers are equally applicable to the relationships organisations have with stakeholders, such as investors, and other departments in a large organisation.
I am a Lecturer in Marketing at the Open University. I am also a guest lecturer at the LSE. My research focuses on encouraging positive behaviour change such as smoking cessation and improving diet.
LOCATION LONDON, UK.
FutureLearn est une plate-forme d'apprentissage proposant des formations en ligne ouvertes à tous (MOOC)
Fondée en Décembre 2012, la société est entièrement détenue par l'Open University à Milton Keynes, en Angleterre.
Elle est la 1ère plateforme offrant des MOOC au Royaume-Uni, avec à son actif plus d'une cinquantaine d'universités partenaires provenant du Royaume Uni mais aussi du reste du monde.
FutureLearn se différencie également par des partenariats avec des entités non-universitaires comme le British Museum, le British Council, la British Library et la national Film and Television School.