Relationship Marketing

Relationship Marketing


The key challenge in modern marketing is to build a long term and profitable relationship with the customer. A relationship cannot be based upon a single sale or transaction, but upon the constant creation and dissemination of value by a company to its customers

Thus, the Rome Business School’s Relationship Marketing course examines the ways in which the company-customer interaction can be created and managed and will provide you with both a detailed conceptual outline and a series of valuable operational techniques.


The Rome Business School’s Relationship Marketing course is aimed at providing you with the conceptual and operational tools for the development of a long lasting and profitable relationship with customers. A relationship based upon the creation of value and setting up a marketing activity centred upon customer satisfaction and total quality. To this end, relationship levels and techniques, value creation approaches, current customer loyalty and new customer acquisition systems will be examined in detail, together with customer relationship management methods. All this will specifically focus upon cost and marketing investment return evaluation.

Target recipients

The course is aimed at those who already operate in a marketing environment, at both the junior or senior level, and wish to acquire a specific training in segmentation, targeting and positioning systems.


Customer value and customer satisfaction
Relationship marketing as a system for the creation, retaining and consolidation of strong relationships with company customers and other stakeholders.
Relationship levels
Customer value building approaches
Financial benefits
Social benefits
Appropriately customising products and services
Managing selective relationships

Teaching Methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets.

Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities.

Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.

Course options

This course can be attended in three ways:

  1. On campus

  2. On line, via a cutting-edge web platform

  3. In house, i.e. at your workplace



Whichever way you choose to take the course, you will receive:


At the end of the course, you will be presented with a named participation certificate.


Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency.


All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises.


If you wish, participation in this course will entitle you to:

  • Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network;
  • The review and editing of your CV;
  • Support in managing your job interviews.


Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

Course duration and dates

Tuition fee

How to apply

To register you have to:

  1. fill in the REGISTRATION FORM and send it to fax +39 (0)6 96708812 or via Email to

  2. complete the payment via bank transfer, with your details and the title of the course; payments must be made to: Rome Business School — IBAN: IT15W0200805219000102125005 — BIC SWIFT CODE: UNCRITM178L — Bank account number: 102125005 — Bank name: UNICREDIT

  3. send both the form and the bank transfer receipt via fax to +39 (0)6 96708812 or via email to


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