MK 346 - Relationship Marketing

Institution:

Western New England University

Subject:

Description:

Prerequisite: BIS 202 and MK 317. This course is an examination of relationship marketing strategies and techniques to develop longterm relationships with customers, suppliers, and other relevant stakeholders. Students will analyze the elements of relationship marketing and relate those elements to contemporary marketing communication issues. Topic areas include customer communication patterns, customer database management, interpretation of customer databases, database suppliers and end users, the impact of relationship marketing on quality, service, and the marketing mix, measuring and tracking customer satisfaction, building and maintaining customer loyalty, and the organizational prerequisites for relationship marketing. 3 cr.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.wne.edu

Phone Number:

(413) 782-3111

Regional Accreditation:

New England Association of Schools and Colleges

Calendar System:

Semester

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