Relationship Marketing Strategies: What Works and What Doesn't

Duration: 2.0 days
Course fee:
EPTO units: .
CEUs: 1.2

Available for on-site training or can be scheduled at any SAS training facility if demand warrants.

Presented by Kaksha Mehta, owner of Mehta Marketing

This interactive two-day course arms participants with critical facts and best practices for successfully implementing a relationship marketing strategy. Learn from industry leaders such as Scotiabank and others who share their customer strategies and insights.

Who should attend

Anyone involved in the development, analysis and management of relationship marketing programs will benefit from this non-technical course. Marketers and product managers in particular will gain a better understanding of the core principles behind relationship marketing. They will see how companies use customer data to develop profitable, long-term customer relationships.

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Course Contents

Module 1: Relationship Marketing Concepts

How relationship marketing has evolved
The components of a relationship marketing framework
Core principles that form the foundation of relationship marketing

Module 2: Creating a Strategic Relationship Marketing Plan

How marketing plans are structured
The difference between marketing objectives, strategies and tactics

Module 3: Identifying and Differentiating Customers

The range of customer segmentation techniques used today
The process used to build models
How segment management works

Module 4: Interacting and Customizing the Customer Experience

How to assess, design and create a positive customer experience
The seven C's around contacting customers
The nuances of customer loyalty

Module 5: Tracking Performance

The importance of measuring performance
What drives customer profitability and the challenges companies face in calculating it

Module 6: Future Trends

What techniques and tools are on the horizon for relationship marketing

Course Materials

Students receive a hardcopy of the course notes and, in some courses, can choose to take home a copy of the course data.

Share Your Thoughts

Are there additional topics you'd like for this course to address? Would you like for this course to be offered at another training facility? Let us know by adding to our Interest List.

Course fee and EPTO units will differ for on-site training.

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