MARKETING - CHANNELS AND CUSTOMER RELATIONSHIPS

By the end of the module participants will be able to:

I. Describe what marketing means

II. Observe and describe customers’ behaviour when making decisions
III. Describe what customers care about when making a purchasing decision
IV. Identify channels and customer relations for a business, applying the concepts of the
Business Model Canvas
V. Differentiate between physical and virtual ways of selling and delivering products or
services.
VI. Describe ways to ‘get’, ‘keep’, and ‘grow’ customers for a given business
VII. Describe the process of customers becoming aware of a business, interested in it,
consider purchasing, and making a purchase, and use this process to plan for their own
business
VIII. Recognize the importance of good customer service and the impact that word of mouth
has on a business
IX. Identify ways of building and keeping good relationships with customers.
X. Be aware of the positive and negative impact that social media can have on any business
XI. Describe the difference and relationships between logos and brand
XII. Describe the importance of creating emotional connections with customers so they
become loyal to your brand
XIII. Apply the concept of brand and emotional connection to a sample business
XIV. Determine the channels and customer relations for their own BMC