RATIONALE 

Understanding the behaviour of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of products, and being able to keep relations in the long term with customers are two crucial activities for the survival and development of organisations. Consumer behaviour and relationship management develops this understanding and entails all aspects of interaction a company has with its customer or service user to build long lasting mutually beneficial customer relationship. This module will help students to understand the importance of customer satisfaction and therefore, business success either within the profit sector or the not-for-profit sectors. In completing this module, students will be equipped with the advanced knowledge and skills to understand, evaluate and apply contemporary strategic approaches and techniques in marketing.  

AIMS 

The aim of the module is to develop the student's theoretical knowledge of consumer behaviour and relationship marketing. Through the completion of this module students will: 

• Understand the importance of the consumer behaviour and how to plan and keep positive relations with customers and service users 
• Discuss the relevance of customer relationship management principles, tools and techniques in not-for-profit and commercial organisations 
• Demonstrate how customer relationship management helps build value satisfaction and quality both for the company and the customer. 

LEARNING OUTCOMES 

On successful completion of this module, students will be able to:  

1. Examine and analyse the behaviour of consumers in different sectors and in relation to different type of products.  
2. Analyse the factors that influence customer behaviour (economic, technological, social, cultural, etc.)  
3. Appreciate the role of customer relationship management in the success of an organisation. 
4. Develop a deep understanding on how to apply marketing theories and techniques in attracting and retaining customers, in order to create and manage customer loyalty.