Online course

Business Fundamentals: Customer Engagement

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

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

When would you like to start?

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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Join this course


  • Access to this course for 6 weeks
  • Includes any articles, videos, peer reviews and quizzes


  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Tests to validate your learning
  • Certificate of Achievement to prove your success when you're eligible
  • Download and print your Certificate of Achievement anytime