Online course

Business Fundamentals: Customer Engagement

Learn how to design business and marketing activities to engage customers through relationships instead of one-off sales.

  • Duration 4 weeks
  • Weekly study 3 hours
  • Learn Free
  • Extra benefits From $74 Find out more
  • Accreditation Available More info
This course is part of the Business and Finance Fundamentals and Business Fundamentals programs, which will enable you to master this subject in depth.

Discover how to engage customers through relationships

When did you last do business with someone you didn’t trust? Or who broke a promise? Building a relationship with your customer involves time, communication and commitment, but the benefits are a sure way to help your business succeed and grow.

This online course introduces the principles of relationship marketing, revealing long-term relationships as the way to unlock value for marketers, customers and other stakeholders.

Even if you have never considered marketing to be relevant to you personally, the ideas shared in this course will reveal how you can benefit from it – at work or elsewhere.

What topics will you cover?

  • 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.

Who is this accredited by?

EOCCS: This course is accredited by EOCCS, the first international quality benchmark for online courses in business and management education.

When would you like to start?

Most FutureLearn courses run multiple times. Every run of a course has a set start date but you can join it and work through it after it starts. Find out more

  • Available now
    This course started 1 April 2019

What will you achieve?

By the end of the course, you'll be able to...

  • 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.

Who is the course for?

This course is intended for anyone looking to develop and strengthen relationships with their customers or other stakeholders and does not require any previous experience of studying relationship marketing.

For further information about registration, the final assessment course, your eligibility and the BA in Business Management, visit the Open University website.

What do people say about this course?

I really enjoyed this course, lots of information, plenty of ideas to try out in our business, thank you to all. Thank you to all who shared their views, all were very interesting, I learned lots of new things.

Marie Keenan

Who will you learn with?

Haider Ali

I am a Lecturer in Marketing at the Open University. I am also a guest lecturer at the LSE. My research focuses on encouraging positive behaviour change such as smoking cessation and improving diet.

Who developed the course?

The Open University (OU) is the largest academic institution in the UK and a world leader in flexible distance learning, with a mission to be open to people, places, methods and ideas.

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Start this course for free, upgrade for extra benefits, or buy Unlimited to access this course and hundreds of other short courses for a year.

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  • Access to this course for 6 weeks

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  • The freedom to keep access to any course you've achieved a digital Certificate of Achievement on, for as long as the course exists on FutureLearn
  • The flexibility to complete your choice of short courses in your own time within the year
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