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Relationship Marketing

Relationship Marketing is about adjusting your marketing strategy based on the buying behaviour of your customers. This course starts by explaining various theories of marketing and subsequently introduces the concept of relationship marketing and gives ideas of how to implement it. As a result, we review your current marketing activity and put together a marketing plan based on a combination of approaches.

CPD Value 5.5 Hours

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Learning Objectives

  • Gain knowledge of marketing principles and ideas to make most effective use of marketing support/materials
  • Understand the importance of relationship marketing and the life time value of customers
  • Understand the buying behaviour of organisations
  • Review current marketing activity and discuss ways to maximise impact

Course Content

09:30 - 09:45 Coffee & Course Objectives

09:45 -10:10 Theories of Marketing (The 7 Ps and best marketing practices)

10:10 - 10:30 TASK 1 (Strategic marketing options)

10:30 - 10:45 TASK 2 (What is relationship marketing?)

10:45 - 11:00 Coffee

11:00 - 11:30 The Importance of Relationship Marketing (Lifetime values using pre-course assignment part 1)

11:30 - 12:00 Your Marketing Choices (The Marketing Mix)

12:00 - 13:00 TASK 3 (Impersonal v Personal Marketing)

13:00 - 14:00 Lunch

14:00 - 14:20 Organisational Buying Behaviour (Wind's 12 Stage Model)

14:20 - 14:40 TASK 4 (Developing Relationships with the Five Types of Group Decision Makers)

14:40 - 15:00 Planning and Control (Using the SOSTT +4Ms effectively)

15:00 - 15:30 TASK 5 (Using work completed in the pre-course assignment part 2, delegates w ill develop their marketing ideas around a specific campaign)

15:30 - 16:30 TASK 6 (Using work completed in the pre-course assignment part 3, delegates will discuss ways of measuring effectiveness of different marketing options.)

16:30 - 16:45 Summary & Action Plans Agreed

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