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  3. Managing Customers for Competitive Advtg

Managing Customers for Competitive Advtg (MGMT90162)

Graduate courseworkPoints: 6.25Not available in 2019

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Overview

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This programme focuses on how to manage customer acquisition and retention to improve overall business performance. In particular it addresses this issue of managing customer relationships profitably, and how to create and maintain customer loyalty over time. The subject examines methods for building customer loyalty, ways of nurturing trust and commitment, strategies to enhance customer relations, and ways of communicating effectively with customers. The first half of the programme lays the foundations for understanding customer behaviour, customer focus and loyalty. The second part focuses on the specific tools that can help build customer intimacy and turn transactional customers into loyalists who, through their word of mouth and referrals, can operate as advocates of the firm.

Intended learning outcomes

On successful completion of this program, students should be able to:



  • analyse customer segments to be able to craft compelling value propositions;
  • Understand the importance of taking an organisation-wide perspective on creating value;
  • examine critical issues associated with how strong customer relationships are built and managed over time;
  • respond to the customer acquisition and retention activities of competitors;
  • explain why some customers are more profitable than others;
  • understand how customer loyalty can be measured;
  • better understand the link between customer loyalty and financial returns;
  • know what skills are required to recover from service failure

Generic skills

  1. Capacity to analyse and synthesize information and develop strategies.
  2. Critical thinking and problem solving skills.
  3. Written skills in the preparation of high quality reports.
  4. Oral skills in the presentation of analyses.
  5. Application of analytical and measurement skills.

Last updated: 3 November 2022