Functions

• print
• recommend

---

Teaching at KLU

Service Marketing

In this course, students are familiarized with the specifics of marketing services as opposed to marketing physical products. They will be able to apply the concepts they have learned in a real context and above all to implement strategic and operational services marketing. Practical examples, especially from the logistics industry, will contribute toward students gaining a practical understanding of the subject matter.

Consumer Behavior

The aim of this course is to develop a fundamental understanding of consumer’s behavior. More specifically, students will learn how conscious as well as unconscious thought processes influence customer decision making, predict how customers respond to marketing proposals, and learn how to compete over the structure of consumer preferences. They will be able to empirically assess customer decision making and make reliable inferences from behavioral experiments in order to leverage behavioral research for more effective marketing decisions.

Customer Relationship Management

By introducing the concepts of customer relationship management, this course focuses on how to find, attract, win, and retain new as well as existing customers. From both strategic and operational perspectives, students will learn which customer management instruments should be applied in which phase of the customer relationship and how customer management strategies could be implemented and controlled.

Further content