Relationship Marketing


The key challenge in modern marketing is to build a long term and profitable relationship with the customer. A relationship cannot be based upon a single sale or transaction, but upon the constant creation and dissemination of value by a company to its customers Thus, the Rome Business School’s Relationship Marketing course examines the ways in which the company-customer interaction can be created and managed and will provide you with both a detailed conceptual outline and a series of valuable operational techniques.  


The Rome Business School’s Relationship Marketing course is aimed at providing you with the conceptual and operational tools for the development of a long lasting and profitable relationship with customers. A relationship based upon the creation of value and setting up a marketing activity centred upon customer satisfaction and total quality. To this end, relationship levels and techniques, value creation approaches, current customer loyalty and new customer acquisition systems will be examined in detail, together with customer relationship management methods. All this will specifically focus upon cost and marketing investment return evaluation.  


The course is aimed at those who already operate in a marketing environment, at both the junior or senior level, and wish to acquire a specific training in segmentation, targeting and positioning systems.  


[su_spoiler title="Customer value and customer satisfaction" open="yes" style="fancy"]
  • The concept of customer value and its importance in the creation and measurement of customer satisfaction and company profitability
  • The concepts of of value chain and of value delivery systems
  • Methods for the creation of customer value
  • The concept of quality and the importance of total quality marketing in the building of long lasting and profitable relationships with customers
  • Current customer loyalty and new customer acquisition systems.
  • The phases of a customer relationship programme
  • Satisfying customer needs
  • The customer-centred company and the marketing strategies aimed at providing target customers with superior value
[/su_spoiler] [su_spoiler title="Relationship marketing as a system for the creation, retaining and consolidation of strong relationships with company customers and other stakeholders." open="no" style="fancy"] [/su_spoiler] [su_spoiler title="Relationship levels" open="yes" style="fancy"]
  • Basic: the sale of products without support and/or follow-up.
  • Reactive: the sale of products with minimal support.
  • Accountable: the sale of the product, the seller checks that everything is really alright. The customer provides suggestions that the company takes on board and implements.
  • Proactive: company contacts the customers to verify whether the products actually satisfy their needs. Possible future needs are identified and customer suggestions are collected.
  • Partnership: the company constantly works with customers in order to identify new ways in which to create and provide value.
[/su_spoiler] [su_spoiler title="Customer value building approaches" open="no" style="fancy"] [/su_spoiler] [su_spoiler title="Financial benefits" open="yes" style="fancy"]
  • Developing programmes that reward customer loyalty
  • Easily imitated by the competition
[/su_spoiler] [su_spoiler title="Social benefits" open="yes" style="fancy"]
  • Learning to understand what the customer needs.
[/su_spoiler] [su_spoiler title="Appropriately customising products and services" open="yes" style="fancy"]
  • Building strong relationships with customers through the integration of high added value competencies in the customer business process.
[/su_spoiler] [su_spoiler title="Managing selective relationships" open="yes" style="fancy"]
  • More accurately relating with selected customers
  • Relating in the long term
  • Relating directly

Teaching Methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets. Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities. Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.  

Modes of attendance

This course can be attended in three ways:
  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace


Whichever way you choose to take the course, you will receive: CERTIFICATE At the end of the course, you will be presented with a named participation certificate. HIGH QUALITY LECTURES Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency. LEARNING MATERIALS All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises. CAREER-SERVICE If you wish, participation in this course will entitle you to: Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network; The review and editing of your CV; Support in managing your job interviews. REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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