Study Guide

Objective

Student:
-knows how to apply theoretical models and processes for customer relationship development
-can develop a customer-focused value proposition
-can analyze and develop customer profitability
-has an understanding of sales methods and negotiation techniques
-has insights into the salesperson’s objectives, performance, and rewards in sales
-understands the importance of using information systems to manage customer relationships

Content

-customer journey
-personas
-relationship marketing
-inbound marketing, content marketing
-ey accounts
-customer profitability
-customer satisfaction
-sales strategies, methods, and techniques
-sales goals, performance, & rewards
-analytical tools and technology

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

-the student has basic knowledge of theories and processes for the development of customer relationships but struggles to apply them to practical examples.
-the student understands the fundamentals of a value proposition.
-the student has a basic understanding of customer profitability.
-the student is familiar with basic sales methods and negotiation techniques.
-the student has a basic understanding of sales goals and reward systems.
-the student has basic knowledge of CRM systems.

Assessment criteria, good (3)

-the student has the ability to apply models and processes in simpler practical situations
-the student can develop a value proposition that somewhat meets the customer's needs but needs to improve the adaptation to different customer types.
-the student can analyze customer profitability with reliable tools and suggest actions for improvement
-the student can apply sales methods and negotiation techniques in simpler situations.
-the student understands the connection between sales goals, performance, and rewards and can apply this knowledge in practical examples.
-the student can use information systems to manage and analyze customer relationships and suggest improvements.

Assessment criteria, excellent (5)

-the student can independently and effectively apply their knowledge to various customer relationship scenarios and can adapt them to different customer segments.
-the student creates value propositions that are clearly tailored to the specific needs and preferences of different customers.
-the student conducts in-depth analyses of customer profitability independently and can create strategies to optimize profitability over time.
-the student masters advanced sales methods and negotiation techniques and successfully adapts them to different business situations.
-the student can develop and implement effective sales goals and reward systems.
-the student leverages information systems to manage and optimize customer relationships, with a strong understanding of the full potential of the systems.

Qualifications

Basics of Marketing