1. CUSTOMER RELATIONSHIP MANAGEMENT

2. In managing today’s business, you are no longer alone in the market. No matter what business you are in; you are surrounded with competitors which might operate in physical or virtual. INTRODUCTION Developments in technology and the globalization of markets coupled with increasingly demanding customers has rendered that conventional marketing practices is inadequate.

3. In today’s increasingly competitive marketing environment with services dominating the economies, the conventional marketing approach to dealing with customers is no longer sufficient. Therefore, there is an urgent need for a new approach to retain customers, to gain their loyalty and to establish competitive. This is why this course is very important to those who want to remain competitive

4. COURSE DESCRIPTION This course focuses on the customer ‐ driven, market ‐ based management practices that enable a business to attract, satisfy, and retain customers profitably. Participant will learn to properly use relational strategies to more accurately evaluate the market place, evaluate competitors and their positioning, and determine the lifetime value of the customer. Relationship marketing or customer relationship management represent an important paradigm shift for marketing away from an acquisition and transaction focus to retention and relations hip focus.

5. COURSE DESCRIPTION It is a philosophy of doing business and a strategic orienta tion that focuses on keeping customers and improving customer relationships rather than acquiring new customers. The rapid expansion of direct marketing, interactive media and E ‐ commerce has led to an increased focus on the development of programs designed to cultivate customer relationships and brand and product loyalty.

6. COURSE OBJECTIVE To examine all elements in managing relationship with customers. To compare and contrast different paradigms in managing customers To plan, analyze and execute decisions on relational strategies in marketing. To discuss on various relational strategies in today’s business environment

7. COURSE CONTENT Part 3 Developing relationship marketing practices Part 2 Identifying critical relationship marketing success factors Part 1: Traditional marketing vs Relational marketing Part 4 Adapting to context ‐ specific conditions

8. COURSE OUTLINE 1.Demonstrate the link between marketing organizations and long term relationship with customers through relationship marketing. 2. Analyze a company's internal and external environment and present and long ‐ term direction, its resources and competitive capabilities for crafting relationship marketing strategy. 3. Identify characteristics and drivers of relationship marketing 4.Formulate relationship marketing programs based on Mc. Kinsey’s 7 “s”. 5. Monitoring and controlling relationship in organization for good strategy execution and build core competencies and competitive capabilities.

9. WHO SHOULD ATTEND Managing director Director General manager/ deputy manager/assistant general manager Senior administrator Marketing manager Customer relationship officer/ Customer service officer Public relationship officer

10. TRAINER PROFILE DR. NOR AZILA MOHD NOOR She is currently is an associate professor in the area of marketing at the UUM College of Business (COB), and the Chairperson of Doctoral Studies, UUM College of Business, Sintok, Kedah. She started her career as a lecturer since 1996. She obtained her PhD from University of Science Malaysia (USM) and her master’s degree from University of Stirling, Scotland. She earned her first degree (Bachelor in Business Administration) from University Utara Malaysia (UUM) in 1994. Prior to joining the academia, she wor ked as a marketing executive for Ramgate Systems Sdn. Bhd.

11. TRAINER PROFILE Prior to her current position, she was the course coordinator for MBA progr am at Executive Development Center (EDC), UUM and Deputy Dean (Res earch & Postgraduate Studies) Faculty of Business Management, UUM. She was given the responsibilities to handle postgraduate related matters such as curriculum and program development, managing the collaboration with partners in offering the post graduate programs and promotion of post graduate programs in local and international market. Her expertise is in marketing related area and her research works have be en published in academic journals such as Malaysian Journal of Consume r& Family Economics, Journal of Distance Education, Management Journa lInternational Journal of Management & Business, The Journal of Global B usiness Management, Journal of Quality and International Retail and Mark eting Review.

12. TRAINER PROFILE At UUM College of Business, she teaches under graduate and postgraduate courses (MBA and DBA) such as Marketing Management, Relationship Marketing, She has also presented her research works in many local and international conferences. She was also the chief editor for the Utara Management Journal and associate editors for the Journal of Business Management and Management Journal. She is currently supervising Masters and PhD students particularly in the area of relationship marketing, customer relationship management, strategic marketing and sales management.

13. TRAINER PROFILE Research Method, Strategic Marketing and Seminar in Marketing. She was also appointed as an external examiner and visiting lect urer at the Universitas Negeri Padang and Universitas Sriwijaya, Palembang Indonesia. Beside her commitment as a lecturer, Dr Nor Azila also involved in several researches, consultancies and t raining activities from year 1996 to present. She also develops c urriculum and training modules for a few government agencies a nd private companies. She can be contacted by email at azila@uum.edu.my