Subject

Customer Management

Sales management, consumer behaviour, segmentation and positioning, customer service, key account management, CRM and customer profitability — for ZIM post-graduate learners.

What this subject covers

A 41-chapter subject covering the full customer management cycle for ZIM post-graduate learners. It begins with selling and sales management — the personal selling process, forecasting, territory and sales force management — then turns to consumer behaviour, decision making, motivation and attitude change. Further chapters cover segmentation, targeting and positioning, customer service planning, key account management, CRM and customer information management, customer lifetime value and profitability analysis, relationship marketing, digital and social CRM, and the ethical and data-protection issues in managing customers.

Lesson topics

Chapter 1: Introduction to Sales Management and Selling
Chapter 2: Selling in Different Settings
Chapter 3: Personal Selling Process and Approaches
Chapter 4: Sales Forecasting
Chapter 5: Sales Management: Territory and Sales Force Management
Chapter 6: Developing an Integrated Sales Plan
Chapter 7: Introduction to Consumer Behaviour
Chapter 8: Consumer Decision Making
Chapter 9: Influences on Consumer Behaviour
Chapter 10: Post-Purchase Behaviour
Chapter 11: Attitude Formation and Change
Chapter 12: Consumers in Their Social Environment
Chapter 13: Introduction to Market Segmentation
Chapter 14: Segmentation Bases
Chapter 15: Market Segmentation Strategies
Chapter 16: Brand Positioning
Chapter 17: Segmental Analysis
Chapter 18: Customer Service
Chapter 19: Customer Service Plans and Care Programmes
Chapter 20: Managing Key Accounts
Chapter 21: Customer Relationship Management
Chapter 22: Customer Information Management
Chapter 23: Cost-Volume-Profit and Cost Behaviour Analysis
Chapter 24: Customer Lifetime Value Analysis
Chapter 25: Relationship Marketing
Chapter 26: Customer Experience Management
Chapter 27: Digital Customer Engagement and Social CRM
Chapter 28: Ethics, Consumer Protection and Data Protection
Chapter 29: CRM Risks, Problems and Issues
Chapter 30: Integrated Customer Management
Chapter 31: Stress Management in Customer Service
Chapter 32: Customer Service Policy, Benefits of Good Service and the Role of Communication
Chapter 33: Consumer Buying Situations and Buying Decision Behaviour
Chapter 34: Family Consumption Roles and the Decision-Making Unit
Chapter 35: Diffusion of Innovations: Adopter Categories and Accelerating Adoption
Chapter 36: Consumer Motivation and Psychological Influences
Chapter 37: Modern Selling, Sales Recruitment and Sales Training
Chapter 38: Attitude Change in Practice
Chapter 39: Market Targeting and Positioning Strategies
Chapter 40: Customer Acquisition, Retention and the Financial Benefits of Loyalty
Chapter 41: Segment Decisions: Retain, Reposition or Discontinue

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K900.00

Assessment fee Not applicable — no assessment

Total amount to pay K900.00

Save K2,000.00 by bundling

Pay K2,500.00 for all 6 subjects in ZIM Marketing PGD instead of K4,500.00 — assessment fees included, no extra payment. View the programme.

41 lesson topics

No assessment at present. This subject is currently study-only: you get the full lessons, but there is no assessment to take, so it doesn't lead to a certificate for now.

Remember: you must apply for a minimum of 2 subjects in total.

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