You know how to create and develop profitable long-term relationships with carefully targeted customers. You know the key tasks and the role of an account/key account manager. You understand the purchasing process of corporate and governmental customers. You know how to manage customer profitability by using appropriate tools. You understand how to coordinate the activities of multiple sales channels. You are familiar with some CRM IT-tools.

Prerequisite: MAR1LF101 Basics of Marketing

planning and implementing a company’s customer strategy (the right customers)
customer insight and understanding what customers value (customer value creation)
buyer’s purchasing process (B2B, B2G)
multichannel integration process
information management process
measurement and development of customer satisfaction
customer profitability planning and control
customer data collection, warehousing and analysis
creating customer loyalty and loyalty programs (public and silent programs)

Knowledge
You know the key concepts within the course’s scope, but are yet to develop the general view and the big picture of the subject matter.
Skills
You can complete given tasks and assignments with assistance. You need to develop how to apply knowledge
Competence
You demonstrate some ability to perform skills and have basic knowledge, but you have difficulty to manage without assistance.

Knowledge
You know the key concepts well and can explain how the theories and models function and the tools are used. You have a general view of the subject matter.
Skills
You complete given tasks and assignments independently. You apply knowledge in hands-on business related situations. You can critique your own practice and identify ways to improve.
Competence
You demonstrate sufficient ability to perform skills and have basic to good knowledge. You can perform independently, but you have some challenges in passing on your skills and knowledge to others. You have an interest in professional development.

Knowledge
You have a strong command of the key and related concepts. You can critically evaluate theories, models and tools. You can demonstrate explicit knowledge of the subject matter, and how it relates to other disciplines.
Skills
You apply knowledge in demanding business related situations. You can prioritize and critically select tools and methods for solving complex problems in the subject matter.
Competence
You execute skills with natural proficiency and you have detailed and explicit knowledge. You can perform independently and you are also able and actively willing to help others develop and pass on your skills. You have an attitude of continuous professional development.

Cooperation with the business community
Business cases, company visit, guest speakers.

Internationality
International and global customer relationships (e.g., global account management) will be covered.