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Online course

Business Fundamentals: Customer Engagement

Learn how to design your activities to engage customers through relationships instead of a one-off sale.

What’s the difference between a free course and an upgraded course?

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No access to course tests
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • Access to course tests
  • A Certificate of Achievement when you complete the course

Find out more

Business Fundamentals: Customer Engagement

Upgrade - $69
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This course is part of the Business and Finance Fundamentals and Business Fundamentals programs, which will enable you to master this subject in depth.

Why join the course?

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 free 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.

Discover how to engage customers through relationships

You will explore how organisations choose the right customers to engage with, how they sustain such engagement, and how and why they disengage. As well as analysing how organisations implement relationship marketing, the course will encourage you to apply its ideas to your own role even if you have little or no direct contact with customers. You’ll also be able to use these principles with potential employers.

Relationship marketing isn’t restricted just to business-to-consumer transactions. Whether you are in the public sector, the military or even a technology start-up, you’ll find out how ideas developed in the context of customers are equally applicable to the relationships organisations have with stakeholders, such as investors, and other departments in a large organisation.

Develop fundamental business and finance skills

This course has been developed by The Open University Business School – a pioneering institution that is triple accredited by AMBA, EQUIS and AACSB.

It is one of eight from The Open University, designed to help you gain fundamental business and financial skills, including communication, networking, relationship building, project management, personal financial planning and management, investment and financial services.

You can complete this course as part of one of these two programs:

Business Fundamentals: four courses, which will boost your employability and effectiveness at work, and enable you to earn a FutureLearn Award.

Business and Finance Fundamentals: eight courses; holders of FutureLearn Certificates of Achievement for all eight courses can earn 30 UK credits towards The Open University Business School’s BA in Business Management by passing a linked Open University assessment module (requiring separate OU registration and fee).

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

When would you like to start?

  • Available now
  • Date to be announced

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. The Open University does not operate in Cuba, Iran, North Korea, Sudan and Syria. This means that Learners based in those countries will not be able to convert their participation in this Program to Open University course credits.

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 is to be open to people, places, methods and ideas.

What’s the difference between a free course and an upgraded course?

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No access to course tests
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • Access to course tests
  • A Certificate of Achievement when you complete the course

Find out more

Get extra benefits, upgrade this course. For $69 (+ shipping) you'll get:

Unlimited access

Upgrading will mean you get unlimited access to the course.

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  • Take the course at your own pace
  • Refer to the material at any point in future

If you’re taking a course for free you have access to the course for its duration + 14 days, regardless of when you join. If you upgrade the course you have access for as long as the course exists on FutureLearn.

Access to tests

When you upgrade you’ll have access to any tests during the course.

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  • Validate your learning
  • Ensure you have mastered the material
  • Qualify for a certificate

To receive a Certificate of Achievement you need to take any tests and score over 70%. You don’t get access to tests if you choose to take a course for free.

Certificate of Achievement

Upgrading means you’ll receive a Certificate of Achievement when you complete the course.

Image certificate mobile

  • Prove your success when applying for jobs or courses
  • Celebrate your hard work
  • Display on your LinkedIn or CV

To receive a Certificate of Achievement you need to mark 90% of the steps on the course as complete, and score over 70% on any course tests.

Upgrade


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