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Certificate of Achievement
has completed the following course:
Business Fundamentals: Customer Engagement
The Open University and The Open University Business School
This course introduced the basic concepts in marketing but did so with the focus on identifying which customers represent the greatest value to an organization and how to assess the role of relationships with them. We examined marketing concepts in a critical manner with a recognition that different approaches work with varying levels of effectiveness in different situations. Topic coverage ranged from well-established concepts to the latest thinking and applications of digital marketing.
4 weeks, 3 hours per week
Dave Hall
University Secretary
The Open University
Transcript
Learning outcomes
- Discuss and apply the key principles of relationship marketing to your customers.
- Improve your own performance in organisations of which you are a member.
- Develop your analytical and prioritisation skills.
- Assess and appreciate the ethical issues surrounding marketing relationships.
Syllabus
- How to gain the most relevant insights about customers and their needs
- Designing the most appropriate products for your intended customers
- Prioritising the customers who are most likely to be interested in your products
- Identifying the most profitable applications of relationship marketing
- Understanding the different ways you can get customers to be loyal and when to use them
- Maximising the effectiveness of digital marketing for relationship building
Academic credit
If you are aiming to use your study of courses in the Business and Finance Fundamentals program to obtain academic credit, please be aware that the final planned presentation of the Open University Assessment Course BXM191 Business and Finance Fundamentals in Practice starts October 2020. Please ensure that you allow yourself enough time to obtain all eight Certificates of Achievement from courses in the program before registering for the Assessment Course. The start dates of the relevant FutureLearn courses in 2019 and 2020 are available here.
Issued on 8th June 2019
The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.
This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.