CZRM 940 - Relationship Marketing
Course Description
This course introduces the IDIC model (Identify, Differentiate, Interact, and Customize) as a strategic framework for customer relationship management. Learners explore the values and benefits of doing business through relationships with consumers, including how to thoughtfully integrate technological advances (such as AI-driven tools) to enhance those relationships through customized messaging. In the end, learners use the IDIC framework to create a relationship marketing plan that is specific to their retail environment.
Learner Outcomes
You will learn to:
- Explain the IDIC model as it relates to the strategic enhancement of customer relationship management.
- Analyse and segment data for the purpose of enhancing long term customer relationships.
- Develop a relationship marketing plan that is specific to a retail environment.
What to Expect
Develop practical, career-ready skills through a focused learning experience designed around real-world application.
You’ll work through practical activities and workplace-relevant scenarios that help you understand customer needs, use data to inform relationship-building strategies, and explore how technology can support more relevant and personalized customer interactions. You’ll also benefit from the expertise and guidance of an experienced instructor as you progress through the course.
Rather than simply testing what you know, the course gives you the opportunity to demonstrate what you can do through a practical, competency-based assessment built around a realistic work scenario.
Earn a Microcredential
Demonstrate your skills and earn a Curv microcredential.
A microcredential recognizes your ability to apply specific knowledge and skills to a defined standard. As part of this course, you will have the opportunity to demonstrate your competency through a practical, workplace-relevant assessment.
In this course, you will demonstrate your ability to develop a relationship marketing plan using the IDIC framework to strengthen customer relationships in a retail environment.
Successfully demonstrate the required competency and you will earn a Curv microcredential from The Chang School, a recognized credential that validates your skills and can be showcased to employers across your professional networks.
Notes
This course is offered in an online, primarily asynchronous format.
Asynchronous learning means that you will not typically have to be online at specific times. You will engage with course material through online content and activities that you can work through independently. You will have deadlines for assignment and assessment submissions.
Your instructor may also include occasional scheduled sessions for Q&As or discussion activities using web-conferencing tools such as Zoom or Google Meet. Details will be included in your course outline, which will be available on the first day of class.
If you have questions about enrolling in a course or need assistance, contact ce@torontomu.ca.