CourseBM503

Week14 of 16

SemesterI

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This week’s topics

Improving the effectiveness of the marketing function: retention and customer loyalty

Customer retention costs
Level of customer loyalty
Customer retention

What you will be able to do

4.1 Discuss techniques to measure the effectiveness of a business’s marketing function.
4.2 Suggest ways in which a business could improve the effectiveness of its marketing function.

Study materials

The teaching notes, exercises and videos of this week are in the student portal. Your portal is set up as soon as you receive final acceptance, so you can open them before the semester starts.

Week 13 Week 15

Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal

Course plan

Week 1: What marketing is and how it has evolved: the marketing eras
Week 2: Determining the marketplace: segmentation and competitor an…
Week 3: Determining the marketplace: the 4 P’s of marketing and mar…
Week 4: Buyer behaviour in consumer markets
Week 5: Buyer behaviour in business markets
Week 6: Operational marketing functions: advertising, public relati…
Week 7: Operational marketing functions: campaign planning and cust…
Week 8: Midterm evaluation
Week 9: Strategic marketing functions: acquisition, retention, dist…
Week 10: The relationship between business strategy and marketing
Week 11: Internal factors which affect marketing
Week 12: External factors which affect marketing
Week 13: Measuring marketing effectiveness: conversion rates, websit…
Week 14: Improving the effectiveness of the marketing function: rete…
Week 15: Review and coursework completion
Week 16: Final evaluation and project assessment

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