Business Fundamentals: Customer Engagement
Learn how to design business and marketing activities to engage customers through relationships instead of one-off sales.
72,995 enrolled on this course
Duration
4 weeksWeekly study
3 hours100% online
How it works
Business Fundamentals: Customer Engagement
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.
Syllabus
Week 1
An introduction to relationship marketing
Customers and other stakeholders
Learn more about who your customers are and carry out a stakeholder analysis.
Understanding the concept
Learn more about the potential benefits and drawbacks of adopting a relationship marketing approach.
Relationship marketing in practice
Explore examples of relationship marketing and discuss the concept in practice.
Week 2
Developing and sustaining relationships
Developing the product or service
Explore how to take a customer focused approach to the marketing mix in order to meet the needs of your customers.
Looking at the customer
Learn to how to look at your customers more closely, assess these relationships and develop them further.
Maximising engagement
Explore how to maximise engagement in order to maximise sales and customer satisfaction.
Week 3
Designing a relationship marketing programme
Who should the relationship be with?
Learn about segmentation with a relationship marketing focus, and learn how to target the right customers to engage with.
How to encourage good customer relationships
Explore brand loyalty and how to get your customers to engage and stay loyal.
Evaluating success in relationship building
Evaluation is one of the most important parts of any strategic approach.
Week 4
Does digital make a difference?
What’s the online equivalent of the way we’ve always done things?
Learn about the benefits and limitations of online relationship marketing and how going online can enhance customer engagement.
The opportunities that digital opens up
Explore the tools available for online customer engagement and how to get the most from these tools
Maximising the potential
Reflect on the effectiveness of your online relationship marketing efforts, identifying how you can make improvements and how to deal with negative aspects such as complaints.
Who is this accredited by?
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?
Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.
Available now
Learning on this course
On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
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."
Who will you learn with?
Haider is a Senior Lecturer in Marketing at the Open University and a visiting Professor at other Universities. He has consulted & taught globally and published in the Journal of Marketing Management.
Who developed the course?
The Open University
As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.
Established
1969Location
Milton Keynes, UKWorld ranking
Top 510Source: Times Higher Education World University Rankings 2020
The Open University Business School
A pioneer in flexible learning for over 30 years, The Open University Business School delivers transformational, high quality business and management education which is quality assured.
Ways to learn | Buy this course | Subscribe & save | Limited access |
|---|---|---|---|
| Choose the best way to learn for you! | $109/one-off payment | $244.99 for a whole year Automatically renews | Free |
| Fulfill your current learning need | Develop skills to further your career | Sample the course materials | |
| Access to this course | tick | tick | Access expires 17 Feb 2025 |
| Access to 1,000+ courses | cross | tick | cross |
| Learn at your own pace | tick | tick | cross |
| Discuss your learning in comments | tick | tick | tick |
| Tests to check your learning | tick | tick | cross |
| Certificate when you're eligible | Printed and digital | Digital only | cross |
Cancel for free anytime |
Ways to learn
Choose the best way to learn for you!
Subscribe & save
$244.99 for a whole year
Automatically renews
Develop skills to further your career
- Access to this course
- Access to 1,000+ courses
- Learn at your own pace
- Discuss your learning in comments
- Tests to boost your learning
- Digital certificate when you're eligible
Cancel for free anytime
Buy this course
$109/one-off payment
Fulfill your current learning need
- Access to this course
- Learn at your own pace
- Discuss your learning in comments
- Tests to boost your learning
- Printed and digital certificate when you’re eligible
Limited access
Free
Sample the course materials
- Access expires 17 Feb 2025
Find out more about certificates, Unlimited or buying a course (Upgrades) Sale price available until 3 March 2025 at 23:59 (UTC). T&Cs apply. | |||
Find out more about certificates, Unlimited or buying a course (Upgrades)
Sale price available until 3 March 2025 at 23:59 (UTC). T&Cs apply.
Learning on FutureLearn
Your learning, your rules
- Courses are split into weeks, activities, and steps to help you keep track of your learning
- Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
- Stay motivated by using the Progress page to keep track of your step completion and assessment scores
Join a global classroom
- Experience the power of social learning, and get inspired by an international network of learners
- Share ideas with your peers and course educators on every step of the course
- Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others
Map your progress
- As you work through the course, use notifications and the Progress page to guide your learning
- Whenever you’re ready, mark each step as complete, you’re in control
- Complete 90% of course steps and all of the assessments to earn your certificate
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