Specialization in Relationship Marketing Management

Presentation

Relationship Marketing redirects the strategic direction of marketing. It transforms it from the perspective of getting only clients (transactions) towards the search of long-term comprehensive satisfaction (relations). For Waiter (2012) “Relationship Marketing is a corporate mentality which emphasizes on building long-term relations with clients and costumers”. Y Kotler (2013) adds: “…transformation is part of a wide concept known as relationship marketing.” Good marketing executives try to build a long-term costumer’s trust. They try to do this by using good relations with clients, distributors, merchants, and suppliers by means of the promise and compliance of high quality and by offering the other part for a long time a good service and reasonable prices. Relationship Marketing reduces costs and how long transactions are, and sometimes it allows passing from the negotiated transaction to a simple routine.
This way, Relationship marketing is considered a corporate philosophy with a strategic orientation, essential for the management of today’s companies, brands and clients.
The program of the Specialization in Relationship Marketing fulfils all these needs and it concentrates on forming professionals who have the required competencies in making right strategic decisions in all the processes related to clients, acting with quality, understating, global vision and social responsibility criteria. All this in order to take advantage of global marketing; this way, it contributes to marketing solving problems in all kinds of organizations by using information and communication technologies by means of developing creative and innovative technologies in marketing proposals.

We are members of:

Graduate profile

Our graduate students are able to analyze, and make decisions in the field of service and relationship marketing. This allows them to manage and establish long-lasting and profitable strategies between the company and its environment from a social and ethic approach, in order to develop the sustainability of the company in a context in which innovation and creativity are the bases of their metrological task.

• Our graduate students think strategically and develop marketing strategies in all kinds of organizations.
• Our graduate students manage relationship marketing in all types of organizations.
• Keep a wide and diverse vision on relationship marketing processes.
• Handle a wide and integral knowledge on the field of relationship marketing with support of technological tools.
• Keep researching and have a capacity to construct, lead and manage models of action for the field of relationship marketing related to tangible and intangible products.

Directed to:

The Relationship Marketing Specialization Program is directed to professionals in different areas; that is to say, this program is multidisciplinary and it correspond to global challenges related to the knowledge in the area of the relationship marketing. Thus, it is desired to strengthen the competences to identify opportunities of relationship across different tools, in a profitable and lasting way between the client and the company. This way we look for the way to develop the aptitude to act as agents of change in a context that includes social responsibility and strategic visions whose work is made by technologies.

Competencies to be developed:

The Specialization in Relationship Marketing proposes the next competences to be developed by the student:

• Aptitude to understand and analyze the forces of the environment of the market, and how they influence and affect the activities of relationship marketing.
• Aptitude to lead an organizational culture based on the orientation towards the market and the relationship with the client.
• Capacity to be able to make strategic decisions in the processes of relationship with the clients generating value for the organization, operating with criteria of integrity, entrepreneurship, global vision and social responsibility.
• Aptitude to design and implement strategies of marketing that are based on the use of the ICTs and others.