Study Guide

Objective

The Student:
- knows how to apply models and processes for developing customer relationships and a customer-centred value proposition
- can analyse and develop customer profitability
- can utilise the sales process, channels and information systems such as CRM systems
- understands lead generation and how to convert them into repeat customers
- knows the basics of loyalty management and building a loyalty programme
- realizes the meaning of risk analysis in the customer management process

Content

- the sales process and tools for B2B and B2C marketing, such as the customer journey and personas
- strategic customer management and relationship marketing
- use of software
- lead generation, loyalty management and key customers
- risk analysis

Evaluation scale

H-5

Qualifications

Basics of Marketing