Journalism & Mass Commncations - Relationship Marketing

Catalog description

This course explores principles of relationship marketing and its application to marketing communications. Student will explore marketing relationships and how they are formed while broaden their view of customers. They will also learn the importance of relationship-building within and between organizations and individuals and develop an understanding of how organizations integrate relationship building into their integrated marketing efforts while exploring how relationship marketing concepts relate to strategic planning, marketing management, sales and communications. Other topics covered include exploring customer satisfaction, loyalty and retention; exploring influencer marketing and influencer marketing tools; and developing value proposition statements and audience personas. Prerequisite: JMC 820 (or current enrollment).