The portal for lifelong-learning

Relationship Marketing

5 week(s)

Cours de 60h (10h de cours en face à face + 50h de cours en ligne)


Relationship marketing is the working back to relationships with suppliers and customers.

The fierce competition in the current market forces companies to look for differences in order to stand out in the business environment. Relationship marketing looking for a personalized relationship, offering advice, recommendations and products adapted to each type of client.

The main characteristics of relationship marketing are:

Interactive: the customer interacts more with the company;
Personalized: actions are formulated differently for each client or group of clients;
Memorized: purchases, interactions and customer behavior must be recorded;
Customer-centric: the business must focus not only on products and services, but on customers and their needs.
It is a question of developing actions which make it possible to create an emotional and captivating bond between all the individuals who have a relation with the institution.

In the relationship marketing course, you will discover the main market trends, the correct use of CRM, the role of social media, as well as the loyalty, retention and bonus mechanisms of customers.


The main subjects of the relationship marketing course are:

Unit 1 - The Marketing Revolution

Traditional marketing versus relationship marketing
The customer
Customer orientation and strategy development
Create customer values

Unit 2 - Mkt concepts and main processes. Relationship and CRM

Direct marketing
Database Marketing
Relational channels
Case analysis
Cultural Marketing

Unit 3 - Understanding, implementing and applying CRM in the company

What is CRM?
Types of CRM
Implementation of CRM
CRM features

Unit 4 - Types of CRM and loyalty

Loyalty program
Customer enchantment
Lifetime value

Target group

Who is the course aimed at?

Les personnes intéressées par la promotion de produits et services.
Professionnels du marketing, ventes et de la publicité.


Certficate, diploma

Cours certifié OHC

Responsibility for the content of this training description lies solely with its author, the training provider Office House Capellen.

Print Expand/Collapse all Send to a friend
Level Débutant
Organisation Blended learning


Next sessions
From/To Location Price
15/09 - 24/11/21
  En Ligne ou Présentiel   790.00 €
See details
Use of cookies uses cookies to offer you a quality user experience, measure audiences, optimise functions on social media, and offer you personalised content.

By continuing to browse this website, you accept the use of cookies subject to the conditions provided for in our policy on the subject. Find out more.

Essential cookies
These cookies make it possible to use the main functions of our website (including access to your personal space). Normal use of our website is not possible unless these cookies are enabled.
These cookies make it possible to compile statistics on visits to our website. Disabling them stops us monitoring and improving the quality of the services we provide.
Targeted advertising
These cookies make it possible to provide you with information via the Internet and the social media, with offers of training that match your needs.

Read our policy on the use of cookies.

Accept all Manage your cookie settings