Marketing & Sales

Promotional Marketing Program

New York
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Developing & Executing Relationships Marketing Strategy


Tired of chasing new customers? In this course, we'll explore relationship marketing, a game-changer that flips the script on traditional marketing. It's not about one-time transactions anymore. It's about building strong, lasting connections with your existing customers. Learn how to shift your focus from acquisition to retention, turning satisfied customers into loyal brand advocates.

This course will equip you to develop and execute a winning relationship marketing strategy, putting the customer at the heart of your business philosophy.

How you will benefit

  • Understand relationship marketing, its goal, and the benefits of long term relationships for firms and customers
  • Understand why and how to estimate customer relationship value
  • Understand the concept of customer profitability segments as a strategy for focusing relationship marketing efforts
  • Present relationship development strategies - including quality core service, switching barriers, and relationship bonds
  • Indentify challenges in relationship development

Who should attend

RBNC designed the course for decision-makers and leading executives across functional areas including senior vice presidents, vice presidents, directors of operations, strategic planning professionals, directors of sales, marketing and customer service and all others involved in developing the total customer experience

What you will cover

Module 1: Relationships

  • The current state of marketing
  • Antecedents to relationship marketing (RM)
  • The development of RM
  • Defining RM
  • RM's context within marketing
  • Hybrid marketing and portfolios of marketing strategies
  • Relationship drivers:
    • Risk, salience and emotion
    • Trust and commitment
    • Closeness
    • Customer Satisfaction

Module 2: The Core Firm and Its Relationships 

  • Customer partnerships
  • Internal partnerships
  • Supplier partnerships
  • External partnerships

Module 3: Managing and controlling the Relationship

  • The management of relationships
  • The marketing plan
  • High/low involvement management
  • Managing personal information
  • Criticism of RM
Study Time

This practical training program is designed with:

16 hours training - 2 days


Live Online
4,200 $
28 Nov & 29 Nov 2024
4,200 $
26 Oct & 27 Oct 2025

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