Knowledge

The student ...

understands the most critical trends affecting the business market
has knowledge about what relationship marketing is
understands the theoretical foundation of relationship marketing
has knowledge about the essential drivers for building strong relationships both on an individual and organizational level
has knowledge about how one can use relationship marketing to build strong and lasting relationships
has knowledge about what sales enablement is
has knowledge about how sales enablement can be used to increase the firm's result
has knowledge about some of the most digital tools used today

Skills

The student ...

can use their knowledge about relationship marketing to build and strengthen the relationship with customers
can separate relationship marketing from other marketing frameworks, like brand building
can lay out a strategy on how to effectively use sales enablement tools to strengthen customer relationships
can use digital CRM programs essential functions and relate this to how to make strong customer relations

General competence

The student ...

understands how to use theoretical perspectives to stabilize some of the changes in the world
understands that marketing towards B2B buyers differ from marketing to consumers and the consequences of this knowledge
can solve practical assignments, both individually and as a part of a group

Subject description DSR3100

Digital Sales Tools and Relationship Marketing