Teaching Methodologies
Teaching and Learning Methodologies (TLM):
TLM1 Expository and interactive classes: Introduce concepts and explore practical examples.
MAE2 Research work (TI): Develop analytical skills through small projects carried out in class.
TLM3 Group work (TG): Focuses on the analysis and presentation of book chapters, reinforcing collaboration, creativity and practical
application.
TLM4 Interactive games: Consolidate knowledge through digital tools, such as Kahoot.
TLM5 Case studies: Allow the practical application of concepts in real scenarios.
TLM6 Final exam: Assesses theoretical and practical mastery of the program content.
Learning Results
Learning Objectives (LO)
LO1 Understand the fundamentals of relationship marketing and its evolution
LO2 Develop relationship marketing plans, including situational analysis and segmentation
LO3 Apply key account management (KAM) strategies and CRM tools
LO4 Design customer loyalty and retention strategies
LO5 Evaluate and monitor relationships based on success indicators
LO6 Integrate digital tools and ethical practices in relationship marketing
Skills/Abilities/Aptitudes (S)
S1 Explain fundamental concepts of relationship marketing (LO1)
S2 Create and manage relationship marketing plans (LO2)
S3 Develop effective KAM and CRM strategies (LO3)
S4 Implement loyalty and retention programs (LO4)
S5 Monitor relationships using metrics and digital tools (LO5)
S6 Integrate ethical and sustainable practices into relationship marketing (LO6)
Program
Fundamentals of RM
1.1 Evolution
1.2 Key concepts
1.3 Strategic benefits of RM
2 RM programs
2.1 Objectives and structuring of RM plans
2.2 Situational analysis and portfolio management
2.3 Evaluation and segmentation
3 KAM
3.1 Definition and importance of KAM
3.2 Key account management cycle
4 Customer Relationship Management (CRM)
4.1 CRM implementation and objectives
4.2 Data integration, segmentation and personalization
4.3 Metrics and CLV
5 Customer Loyalty and Retention
5.1 Creating value and loyalty factors
5.2 Loyalty and retention strategies
5.3 Personalization and automation in CRM
6 Monitoring and Evaluation
6.1 Success indicators
6.2 Complaints and relationship management
6.3 Digital tools for monitoring
7 Digital MR
7.1 Social networks and interaction
7.2 Data-driven mk and AI
7.3 Online experience and reputation
8 Trends and Ethics
8.1 Sustainability and responsibility in MR
8.2 GDPR and ethics
Internship(s)
NAO
Bibliography
PRINCIPAL
Buttle, F, & Maklan, S (2019) Customer Relationship Management: Concepts and Technologies (4 E) Routledge
Little, Edward; Marandi, Ebi (2003) Relationship Marketing Thomson Learning / Cenage
Malik, R, Sharma, A, & Chaudhary, P (Eds) (2024) Augmenting customer retention through big data analytics Apple Academic Press
Marques, A M A (2014) Marketing relacional: como transformar a fidelização de clientes numa vantagem competitiva (2 E) Edições Sílabo
Palmatier, R, & Steinhoff, L (2019) Relationship marketing in the digital age Routledge
Ziliani, C, & Ieva, M (2025) Loyalty management: Driving engagement with loyalty programs and customer experience (2 E) Routledge
ADICIONAL
Brzozowska, Brzezi?ski, Pabian, & Pabian (2024) Managing customer relationships using customer care techniques: Strategy development
of an international enterprise CRC Press
Prior, Buttle, & Maklan (2024) Customer Relationship Management: Concepts, Applications and Technologies (5 E) Routledge