Client Relationship Marketing

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Client Relationship Marketing

• Revision Guide

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Assessment Criteriaand the unit objectives

• Knowledge and Understanding
• analyse the size, scope and structure of the
  sponsorship, corporate hospitality, licensing,
  conferences and events markets, and their role in
  business to business relationship marketing
• Analysis and evaluation
• acquire a range of theoretical tools to analyse
  and manage inter-organisational relationships

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• Application
• Develop the skills and expertise needed to
  initiate, develop and retain relationships with
  corporate clients
• Presentation and organisation
• present a logical and structured argument

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Honours Level

• consolidate and extend a systematic and coherent
  body of knowledge
• develop and design novel solutions based on sound
  criteria and judgment
• Operate in complex and unpredictable contexts
  demanding selection and application from a wide
  range of techniques.
• Demonstrate clear self-management and personal
  organisation skills

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Last years exam case-study
End-users
Agents
Equipment Makers
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Main issues facing Strainstall

• Confused brand identity
• ad-hoc advertising
• low ranking web-site
• no evaluation of marketing activities
• inactive or poorly informed agents
• poor sales and customer support systems
• no strategy for new product development

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A range of theoretical viewpoints

• Business to Business Marketing
• Inter-organisational relationships
• channels, value chains, networks, systems
• alliances, VMS, out-sourcing
• Relationship Marketing
• Personal Selling
• Key Account Management
• Evaluate the usefulness of these perspectives in
  understanding and managing relationships

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Developing relationships through

• Account Management
• Customer contact management
• Integrated Marketing Communications
• Internet marketing
• Experiential Marketing
• Role in B2B? One-to-one v one-to-many?
• High touch or hi-tech contact?

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Relationship building tools
Other Stakeholders
Influencers Media
MICE
Business Customers
Corporate Hospitality
Companies
Sponsorship
Events
Consumers
Agencies
Employees
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Objectives and evaluation
Company priority
Marketing Communications
Sales
Contact
Intelligence Gathering
Relationships
Client priority?
What skills does each require?
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Current Issues in the sectorsponsorship/corporate
events/MICE

• Effectiveness and evaluation
• Impacts
• Ethics
• Increased professionalism
• Consolidation
• Widening markets - suppliers and clients

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The format

• You get the case study two weeks in advance and
  can bring in notes analysing the case. The
  questions will ask how you would deal with the
  issues facing the company.
• We will practice on the Strainstall case first
  week of next term. Please read and think about it
  before you come.