Learn how to design your activities to engage customers through relationships instead of a one-off sale.
Why join the course?
When did you last do business with someone you didn’t trust? Or who broke a promise? Building a relationship with your customer involves time, communication and commitment, but the benefits are a sure way to help your business succeed and grow.
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.
Develop fundamental business and finance skills
This course has been developed by The Open University Business School – a pioneering institution that is triple accredited by AMBA, EQUIS and AACSB.
It is one of eight from The Open University, designed to help you gain fundamental business and financial skills, including communication, networking, relationship building, project management, personal financial planning and management, investment and financial services.
You can complete this course as part of one of these two programs:
Business Fundamentals: four courses, which will boost your employability and effectiveness at work, and enable you to earn a FutureLearn Award.
Business and Finance Fundamentals: eight courses; holders of FutureLearn Certificates of Achievement for all eight courses can earn 30 UK credits towards The Open University Business School’s BA in Business Management by passing a linked Open University assessment module (requiring separate OU registration and fee).
What will you achieve?
By the end of the course, you'll be able to...
- Discuss and apply the key principles of relationship marketing to your customers.
- Improve your own performance in organisations of which you are a member.
- Develop your analytical and prioritisation skills.
- Assess and appreciate the ethical issues surrounding marketing relationships.
Who is this course for?
This course is intended for anyone looking to develop and strengthen relationships with their customers or other stakeholders and does not require any previous experience of studying relationship marketing.
For further information about registration, the final assessment course, your eligibility and the BA in Business Management, visit the Open University website. The Open University does not operate in Cuba, Iran, North Korea, Sudan and Syria. This means that Learners based in those countries will not be able to convert their participation in this Program to Open University course credits.
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