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CUSTOMER RELATIONSHIPCUSTOMER RELATIONSHIPMANAGEMENTMANAGEMENT
• In managing today’s business, you are no longer alone in the market. No matter what business you are in; you are surrounded with competitors which might operate in physical or virtual.
INTRODUCTION
• Developments in technology and the globalization ofmarkets coupled with increasingly demanding customers has rendered that conventional marketingpractices is inadequate.
• In today’s increasingly competitive marketing environmentwith services dominating the economies, the conventionalmarketing approach to dealing with customers is no longer sufficient.
• Therefore, there is an urgent need for a new approach to retain customers, to gain their loyalty and to establish competitive. This is why this course is very important to those who want to remain competitive
COURSE DESCRIPTIONCOURSE DESCRIPTION• This course focuses on the customer‐driven, market‐based
management practices that enable a business to attract, satisfy, and retain customers profitably. Participant will learn to properly use relational strategies to more accurately evaluate the market place, evaluate competitors and their positioning, and determinethe
lifetime value of the customer. • Relationship marketing or customer
relationship managementrepresent an important paradigm shift for marketing away froman acquisition and transaction focus to retention and relationship
focus.
COURSE DESCRIPTIONCOURSE DESCRIPTION
• It is a philosophy of doing business and a strategic orientation that focuses on keeping customers and improving customer relationships rather than acquiring new customers.
• The rapid expansion of direct marketing, interactive media and E‐commerce has led to an increased focus on the development of programs designed to cultivate customer relationships and brand and product loyalty.
COURSE OBJECTIVE
• To examine all elements in managing relationship with customers.
•To compare and contrast different paradigms in managing customers
•To plan, analyze and execute decisions on relational strategies in marketing.
• To discuss on various relational strategies in today’s business environment
COURSE CONTENT
Part 4Part 4
Adapting to context‐specific conditions
COURSE OUTLINE1. Demonstrate the link between marketing organizations and long term
relationship with customers through relationship marketing.
2. Analyze a company's internal and external environment and present and long‐term direction, its resources and competitive capabilities for crafting relationship marketing strategy.
3. Identify characteristics and drivers of relationship marketing
4.Formulate relationship marketing programs based on Mc. Kinsey’s 7 “s” .
5. Monitoring and controlling relationship in organization for good strategy execution and build core competencies and competitive capabilities.
WHO SHOULD ATTEND
• Managing director
• Director
• General manager/ deputy manager/assistant general manager
• Senior administrator
• Marketing manager
• Customer relationship officer/ Customer service officer
• Public relationship officer
TRAINER PROFILEDR. NOR AZILA MOHD NOOR
She is currently is an associate professor in the area of marketing atthe UUM College of Business (COB), and the Chairperson of Doctoral Studies, UUM College of Business, Sintok, Kedah. She started her career as a lecturer since 1996.She obtained her PhD from University of Science Malaysia (USM) and her master’s degree from University of Stirling, Scotland. She earned her first degree (Bachelor in Business Administration) from University Utara Malaysia (UUM) in 1994. Prior to joining the academia, she worked as a marketing executive for Ramgate Systems Sdn. Bhd.
TRAINER PROFILE
Prior to her current position, she was the course coordinator for MBA program at Executive Development Center (EDC), UUM and Deputy Dean (Research & Postgraduate Studies) Faculty of Business Management, UUM. She was given the responsibilities to handle postgraduate related matters such as curriculum and program development, managing the collaboration with partners in offering the post graduate programs and promotion of postgraduate programs in local and international market. Her expertise is in marketing related area and her research works have been published in academic journals such as Malaysian Journal of Consumer& Family Economics, Journal of Distance Education, Management JournalInternational Journal of Management & Business, The Journal of Global Business Management, Journal of Quality and International Retail and Marketing Review.
TRAINER PROFILE
At UUM College of Business, she teaches under graduate and postgraduate courses (MBA and DBA) such as MarketingManagement, Relationship Marketing,
She has also presented her research works in many local and international conferences. She was also the chief editor for the Utara Management Journal and associate editors for the Journal of Business Management and Management Journal . She is currently supervising Masters and PhD students particularly in the area of relationship marketing, customer relationship management, strategic marketing and sales management.
TRAINER PROFILE
Research Method, Strategic Marketing and Seminar in Marketing.She was also appointed as an external examiner and visiting lecturer at the Universitas Negeri Padang and Universitas Sriwijaya,Palembang Indonesia. Beside her commitment as a lecturer, Dr Nor Azila also involved in several researches, consultancies and training activities from year 1996 to present. She also develops curriculum and training modules for a few government agencies and private companies. She can be contacted by email at [email protected]