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UNIVERSITATEA BABE-BOLYAI CLUJ-NAPOCA FACULTATEA DE TIINE ECONOMICE I GESTIUNEA AFACERILOR DEPARTAMENTUL DE MARKETING DISCIPLINA: MARKETING RELAIONAL Specializarea de masterat:

Strategii i politici de marketing anul II PROGRAMA ANALITIC an universitar 2012-2013 1. Conceptul de marketing relaional 1.1. Definirea conceptelor marketingului relaional, gestiunea relaiilor cu clienii, i a relaiilor de tip 1 la 1. 1.2. Trsturile relaiilor, reelelor i interaciunii 1.3. Marketing relaional versus marketing tranzacional 1.4. Principiile marketingului relaional 2. Tipuri de relaii din cadrul pieei 2.1. Relaii clasice din cadrul pieei 2.2. Relaii speciale din cadrul pieei 2.3. Mega relaii 2.4. Nano relaii 3. Satisfacia clienilor i marketingul relaional 3.1. Culegerea i folosirea informaiilor privind satisfacia clienilor 3.2. Clasificarea clienilor 3.3. Gestiunea ciclului de via al clienilor 3.4. Interaciunea cu clienii 4. Gestiunea fidelizrii clienilor 4.1. Loialitatea clienilor i marketingul relaional 4.2. Planificarea strategiei de fidelizare a clienilor 4.3. Controlul activitii de fidelizare a clienilor 5. Gestiunea reclamaiilor 5.1. Conceptul de reclamaie 5.2. Procesele gestiunii reclamaiilor 5.3. Eficiena gestiunii reclamaiilor 6. Tehnologia informaiei pentru gestiunea relaiei cu clienii 6.1. Arhitectura sistemelor CRM 6.2. Sisteme front office 6.3. Sisteme back office 7. Procesul msurrii performanei CRM 7.1. Determinarea valorii clienilor, acionarilor i angajailor 7.2. Instrumentele de msur a performanei 7.3. Sistemul de monitorizare a performanei CRM 8. Marketingul relaional n domenii specifice 8.1. Turism i zboruri aeriene 8.2. Comer cu amnuntul, furnizarea utilitilor i telecomunicaii 8.3. Vnzarea automobilelor i a bunurilor de folosin ndelungat

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Director de departament, Prof.univ.dr. Ioan PLIA

Titular de disciplin, Lect.univ.dr. Mihai BCIL

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