ISLA Santarém 15860

Relational Marketing

• ApresentaçãoPresentation

  A unidade curricular fornece conhecimentos e metodologias para a gestão e fidelização de clientes, perspetivando o marketing relacional de forma estratégica, tática e operacional, analisando o seu contexto e impacto nas organizações, e capacitando para implementar e otimizar estratégias relacionais com recurso a CRM e a sistemas e tecnologias de informação.
• ProgramaProgramme

  1. From transactional marketing to relationship marketing: Conceptual and empirical foundations of relationship marketing; Strategic, tactical and operational implications. 2. The different schools of relationship marketing. 3. Context in which relationship marketing is applied. 4. Relationship marketing metrics. 5. Customer Relationship Management (CRM): One-to-one marketing and the IDIC methodology. Building a relationship with customers. Customer classification and evaluation - main models. Legal aspects of building customer databases. The different CRM modules. CRM information systems. 6. Industrial marketing - B2B marketing: Industrial purchasing process. Buying behavior in B2B markets. Factors influencing organizational buying behaviour. The role of technology in B2B.6.4 Legal Aspects of building databases for clients 6.5 The different modules CRM
• ObjectivosObjectives

  O1. To provide the knowledge and analysis methodologies necessary for customer management and loyalty. O2. View relationship marketing strategically, tactically and operationally. O3. Distinguish the various types of implications of relationship marketing in organizations. O4. Analyze the current context of customer relationships and their impact on companies. O5. Relate different types of relationship marketing to different contexts of application. O6. Implement relational strategies using information systems and technologies. O7. Optimize marketing strategies through Customer Relationship Management (CRM). O8. Use the most appropriate methodologies for implementing and controlling relationship marketing practices.
• BibliografiaBibliography

  Chakravorti, S. (2023). Customer Relationship Management. SAE. Mackie, K. (2025). B2B Marketing Fundamentals, Drive Impact Across Brand, Reputation, Relationships and Revenue. KoganPage Prior, D., Buttle, F. & Maklan S. (2024). Customer Relationship Management: Concepts and Technologies, Routledge Seebacher, UG (2021). B2B Marketing, A Guidebook for the Classroom to the Boardroom. Springer.
• MetodologiaMethodology

  In person: 1. Theoretical/practical classes: exposition of concepts, discussion and application of programme contents in various contexts. 2. Problem/Project-based learning Autonomous: 3. Consolidation of the contents taught in class through research into additional information on the different themes and contents covered and the development of complementary work.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Avaliação curricular (contínua):
  A avaliação curricular é composta pela realização de um trabalho de grupo e um teste, em que são aplicados os principais conteúdos programáticos.
  Fórmula de cálculo:
  - Trabalho de Pesquisa - 50%
  - Teste – 50%
  Todos os estudantes que neste regime de avaliação tenham obtido média inferior a 9,50 valores são avaliados em avaliação final.
  Avaliação final:
  Nas épocas normal, de recurso e especial a avaliação será orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.