Aspiring business people should learn how to design their activities to engage customers through relationships instead of a one-off sale. The Customer Engagement free online course is intended for anyone looking to develop and strengthen relationships with their customers or other stakeholders.

About the course

This free online course introduces the principles of relationship marketing, revealing long-term relationships as the way to unlock value for marketers, customers and other stakeholders. Even if you have never considered marketing to be relevant to you personally, the ideas shared in this course will reveal how you can benefit from it – at work or elsewhere.

This course has been developed by The Open University Business School – a pioneering institution that is triple accredited by AMBA, EQUIS and AACSB.

It is one of eight from The Open University, designed to help you gain fundamental business and financial skills, including communication, networking, relationship building, project management, personal financial planning and management, investment and financial services.

You can complete this course as part of one of these two programs:

Business Fundamentals: four courses, which will boost your employability and effectiveness at work, and enable you to earn a FutureLearn Award.

Business and Finance Fundamentals: eight courses; holders of FutureLearn Certificates of Achievement for all eight courses can earn 30 UK credits towards The Open University Business School’s BA in Business Management by passing a linked Open University assessment module (requiring separate OU registration and fee).


This course does not require any previous experience of studying relationship marketing.

For further information about registration, the final assessment course, your eligibility and the BA in Business Management, visit the Open University website. The Open University does not operate in Cuba, Iran, North Korea, Sudan and Syria. This means that Learners based in those countries will not be able to convert their participation in this Program to Open University course credits.

What you will learn

You will explore how organisations choose the right customers to engage with, how they sustain such engagement, and how and why they disengage. As well as analysing how organisations implement relationship marketing, the course will encourage you to apply its ideas to your own role even if you have little or no direct contact with customers. You’ll also be able to use these principles with potential employers.

Relationship marketing isn’t restricted just to business-to-consumer transactions. Whether you are in the public sector, the military or even a technology start-up, you’ll find out how ideas developed in the context of customers are equally applicable to the relationships organisations have with stakeholders, such as investors, and other departments in a large organisation.

Use the hashtag #FLBFengagement to join and contribute to social media conversations about this course.


Starting date:  24 October, 2016

Duration:  4 weeks, 3 hours per week

Language: English

Instructors:  Haider Ali

Institution: The Open University