mkt711 | Graduate

Marketing And Managing The Customer Relationship

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This course evaluates how organizations manage relationships with their customers and apply research-based marketing information to the development and marketing of products and services tailored to target customers. Topics include market segmentation, target marketing, delivering superior value, relationship marketing, ethics, and marketing strategy. Competency A: Analyze historical and contemporary theories and models of relationship marketing. Competency B: Analyze market research strategies. Competency C: Develop strategic marketing plans. Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. Competency E: Determine strategies to address social and ethical challenges associated with marketing.

This graduate-level course is 8 This course is available to take individually or To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 8

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    Reading Weeks

    • Competency C: Develop strategic marketing plans. [Wk 2]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 2]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 2]
    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 2]
    • Competency B: Analyze market research strategies. [Wk 2]

    Historical and Contemporary Views of Relationship Marketing

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 3]
    • Competency B: Analyze market research strategies. [Wk 3]
    • Competency C: Develop strategic marketing plans. [Wk 3]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 3]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 3]

    Market Research Methodologies

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 4]
    • Competency B: Analyze market research strategies. [Wk 4]
    • Competency C: Develop strategic marketing plans. [Wk 4]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 4]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 4]

    Relationship Marketing

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 5]
    • Competency B: Analyze market research strategies. [Wk 5]
    • Competency C: Develop strategic marketing plans. [Wk 5]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 5]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 5]

    Social and Ethical Dimensions

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 6]
    • Competency B: Analyze market research strategies. [Wk 6]
    • Competency C: Develop strategic marketing plans. [Wk 6]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 6]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 6]

    Customer Value Creation and Delivery

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 7]
    • Competency B: Analyze market research strategies. [Wk 7]
    • Competency C: Develop strategic marketing plans. [Wk 7]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 7]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 7]

    Marketing Strategy Optimization

    • Competency A: Analyze historical and contemporary theories and models of relationship marketing. [Wk 8]
    • Competency B: Analyze market research strategies. [Wk 8]
    • Competency C: Develop strategic marketing plans. [Wk 8]
    • Competency D: Examine the influence of relationship marketing on quality, price, satisfaction, and perceived value. [Wk 8]
    • Competency E: Determine strategies to address social and ethical challenges associated with marketing. [Wk 8]
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    Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.