General Goals:

This course takes a theoretical and practical to activities concerning the establishment of customer relationships and loyalty. Its objectives are:

1. Provide students with an understanding of the theory and concepts related to this discipline ( e.g. loyalty, perceived value, CRM).

2. Integrate the different dimensions of CRM in the corporate business practice, and identify their profits.

3. Classify customers according to their behaviour.

4. To understand the novelty and timeliness of Relationship Marketing as a routine practice in the markets.

*Course content subject to change