This course focuses on relational marketing in energy, exploring customer retention, strategic options, and business relationship factors, while integrating environmental protection considerations into marketing practices.

The aim of this course is to provide clarification and deepening categorical system operated within relationship marketing and its implementation in practice in the production, transport, distribution, supply and energy consumption, considering also the environmental protection.

Learning objectives:

• Understanding the current stage of development of marketing theory and the place of relational marketing within it, and to identify and capitalize on the specificity and particularities of relational marketing in the energy field.
• A special focus is placed on identifying the factors with favourable and unfavourable influence on maintaining and cultivating business relations in the energy field, along with the understanding the particularities of the client’s attachment mechanism to the company’s products, services, brands.
• Lastly, the course provides valuable insights on the development of strategic options for attachment, slowing down migration and regaining the organization’s clientele.