A company interacts with a variety of people; these can be customers, municipal authorities, other organizations, the government, media, suppliers etc. The first part of the module examines the process of public relations and the principles for managing these relationships, while the second one provides an understanding and knowledge to future managers of how to practice customer account management through relationship marketing in order to build loyalty and repeat business. 

Aims

Students are provided with basic knowledge of public relations models and how to put them in practice. They are also introduced to various public relations techniques and activities. Relationship marketing will help participants identify potential customers who are likely to become loyal, in an effort to create and keep a long-lasting business relationship.