Customer Relationship Marketing

Structure Type: Course
Code: TIA0202
Type: Compulsory
Level: Bachelor
Credits: 3.0 points
Responsible Teacher: s
Teacher Team: Norrgård, Kenneth
Language of Instruction: English

Course Implementations, Planned Year of Study and Semester

Curriculum  Semester  Credits  Start of Semester  End of Semester
T-IB-2009   2 spring   3.0   2011-01-05   2011-06-17  
T-IB-2010   2 spring   3.0   2012-01-09   2012-06-18  
T-IB-2011   2 autumn   3.0   2012-08-24   2012-12-18  
T-IB-2012   2 autumn   3.0        
T-IB-2013   2 spring   3.0        
IB-2014   2 spring   3.0        
IB-2015   2 spring   3.0        
IB-2016   2 spring   3.0        
IB-2017   2 spring   3.0        
TK-2017   3 spring   3.0        

Learning Outcomes

In addition to the traditional means of competition in marketing, the student will get the basic knowledge of relationship and network marketing. The student will get acquainted with the concept of marketing interaction.

Student's Workload

Total work load: 81 h. Scheduled studies: 60 h. Individual studies: 21 h.
The assesment of student's own learning 1 h is included in contact lessons.

Prerequisites / Recommended Optional Courses

Basic knowledge of Marketing is preferable but not mandatory ( TK/IT students)
Marketing Mix Elements (LT/IB students)


Concept of relationship marketing, different types of relationships between companies, relationships between the company and the customer and the impact of relationships on marketing. Managing the relationships from a marketing point-of-view.

Regional Impact

Visiting lectures from local companies


Follows the principle of Internationalization at Home (IaH). The course will improve the skills in English for the students since the language of instructions is English.
The cousre covers partly also international marketing aspects

Recommended or Required Reading

Gummesson, E. 2008:
Total relationship marketing. Oxford : Elsevier.

Grönroos C. 2007: Service Management and Marketing. Customer Management in Service Competition. 3rd edition. John Wiley & Co, Chichester.
(Selected chapters: 4, 6, 10-15).

Other material provided by the Lecturer

Mode of Delivery / Planned Learning Activities and Teaching Methods

Lectures, individual and group assignments.

Assessment Criteria


5: utilise and apply essential theories, concepts and methods in various situations
3: utilise theories, concepts and methods consistently in written and oral communication
1: utilise essential theories, concepts and methods in various situations


5: retrieve information systematically from scientific publications in the field
- modify the information for various purposes
- assess the correctness and reliability of the information
- understands the development needs in the field and present development measures
- analyse and assess professional issues appearing in practical operations
- justify , giving the theoretical base, for the solutions made when acting in tasks of an expert

3: modify and apply acquired infor-mation
- assess the correctness of the information
- justify the solutions made when acting in tasks of an expert
- utilise various problem-solving methods independently
- recognise the development needs in the field

1: retrieve and utilise information from various sources
- justify the solutions made when acting in tasks of an expert
- utilise problem-solving methods when given guidance
- find development needs in the field

Assessment Methods

Numerical (0-5). Assignment 50%, Examination 50%.

Work Placement


Further Information

The content and the realization might be slightly different depending on the target group, IT students or Business Economics students