Marketing and Relationship Management Course

Lesson 1 • Ethical and Social Dimensions of Marketing

Addresses responsible marketing practices and societal expectations. Establishes ethical standards students apply across all course topics.

Lesson 2 • Core Marketing Concepts and Frameworks

Introduces foundational models including the marketing mix and the value proposition. Provides analytical tools students apply in every subsequent chapter.

Lesson 3 • Defining Marketing and Its Scope

Covers the definition, evolution, and business purpose of marketing. Anchors the chapter by establishing shared vocabulary used throughout the course.

Lesson 4 • Understanding the Marketing Environment

Examines internal and external forces shaping marketing decisions. Students learn to scan environments systematically before developing strategy.

Lesson 1 • The Market Research Process

Outlines the systematic steps from problem definition to reporting. Provides a repeatable process students use when designing any research project.

Lesson 2 • Competitive Intelligence and Market Sizing

Teaches methods for assessing competitor positioning and estimating market potential. Prepares students to benchmark performance and identify growth opportunities.

Lesson 3 • Data Analysis and Insight Generation

Covers techniques for transforming raw data into strategic insights. Students practice interpreting findings to support marketing recommendations.

Lesson 4 • Primary and Secondary Research Methods

Compares qualitative and quantitative methods and secondary data sources. Students select appropriate methods based on research objectives.

Lesson 1 • Brand Identity and Positioning Alignment

Connects positioning strategy to brand identity elements and messaging. Ensures students can translate strategic positioning into consistent brand expression.

Lesson 2 • Targeting Strategies and Segment Selection

Covers frameworks for evaluating and selecting target segments. Students weigh attractiveness, fit, and competitive position to prioritize markets.

Lesson 3 • Positioning Strategy and Differentiation

Explains how to occupy a distinct place in the customer's mind relative to competitors. Students develop positioning statements aligned with target segment needs.

Lesson 4 • Market Segmentation Principles

Introduces criteria and methods for dividing markets into distinct groups. Establishes the logic of segmentation as the foundation for targeting decisions.

Lesson 1 • Aligning the Mix with Strategy

Synthesizes all mix elements into a coherent, strategy-driven plan. Students evaluate trade-offs and ensure mix decisions reinforce the positioning statement.

Lesson 2 • Pricing Strategy and Value Communication

Examines pricing objectives, methods, and psychological pricing tactics. Students set prices that reflect value, cover costs, and respond to competitive dynamics.

Lesson 3 • Integrated Marketing Communications

Introduces the promotional mix and the principles of integrated messaging. Students coordinate communication tools to deliver a unified brand message.

Lesson 4 • Distribution Channels and Place Strategy

Analyzes channel structures, intermediaries, and omnichannel distribution. Students design distribution strategies that maximize product availability and customer convenience.

Lesson 1 • Customer Lifetime Value and Retention Economics

Teaches CLV calculation and the financial logic of customer retention. Students quantify the economic impact of relationship-building investments.

Lesson 2 • From Transactional to Relational Marketing

Contrasts transactional and relationship marketing paradigms and their business implications. Establishes the rationale for investing in long-term customer relationships.

Lesson 3 • Relationship Marketing Planning

Guides students through setting relationship objectives and designing engagement plans. Connects relationship strategy to overall marketing and business goals.

Lesson 4 • Building Trust and Credibility

Examines the behavioral and structural drivers of trust in business relationships. Students apply trust-building practices to customer and partner interactions.

Lesson 1 • CRM Technology and Platform Selection

Evaluates CRM platform features, integration requirements, and selection criteria. Students assess technology options against organizational needs and budget constraints.

Lesson 2 • CRM Strategy and Business Alignment

Defines CRM as a strategic capability and aligns it with business objectives. Students distinguish between CRM as technology and CRM as a customer-centric philosophy.

Lesson 3 • CRM Performance Measurement and Optimization

Establishes KPIs for CRM effectiveness and continuous improvement processes. Students use data to diagnose issues and optimize relationship management programs.

Lesson 4 • Customer Journey Mapping and Experience Design

Teaches journey mapping as a tool for identifying experience gaps and opportunities. Students redesign touchpoints to improve satisfaction and deepen relationships.

Lesson 1 • Reviewing and Growing Strategic Accounts

Establishes processes for regular account reviews and proactive growth planning. Students identify expansion opportunities and manage relationship health over time.

Lesson 2 • Partner and Channel Relationship Management

Examines the design and management of channel partner and alliance relationships. Students build partner programs that align incentives and drive mutual performance.

Lesson 3 • Account Planning and Value Co-Creation

Guides students through building comprehensive account plans with mutual value goals. Connects account planning to relationship depth and long-term revenue growth.

Lesson 4 • Strategic Account Identification and Tiering

Covers criteria and methods for identifying and tiering strategic accounts. Students allocate resources based on account value, growth potential, and strategic fit.

Lesson 1 • Marketing ROI and Budget Justification

Teaches methods for calculating and communicating marketing return on investment. Students build business cases that justify marketing spend to senior stakeholders.

Lesson 2 • Marketing Metrics and KPI Frameworks

Establishes a comprehensive set of marketing KPIs linked to business outcomes. Students select and track metrics that demonstrate marketing's contribution to revenue.

Lesson 3 • Presenting and Defending the Marketing Plan

Develops skills for communicating the marketing plan to internal and external audiences. Students practice structuring, visualizing, and defending strategic recommendations.

Lesson 4 • Strategic Marketing Planning Process

Outlines the full strategic marketing planning cycle from audit to execution. Students apply prior frameworks to build a coherent, evidence-based marketing plan.