| 1 | The concept and characteristics of customer relations | 1-2 |
| 2 | Customer behavior and customer satisfaction | 1-2 |
| 3 | Organizational culture and change, creation of a culture focused on customer satisfaction | 1-2 |
| 4 | Barriers to culture change, customer-focused change management | 1-2 |
| 5 | Total quality management in sales and marketing | 1-2 |
| 6 | Acquiring and retaining customers | 1-2 |
| 7 | Creating value for the customer | 1-2 |
| 8 | Communication with customers, communication model and elements | 1-2 |
| 9 | Customer service, service quality and system | 1-2 |
| 10 | Measuring customer relations, benchmarking | 1-2 |
| 11 | Focus group discussions, advisory panels | 1-2 |
| 12 | Critical incident technique | 1-2 |
| 13 | Customer relations survey | 1-2 |
| 14 | Criticisms of customer relationship management and the future of customer relationship management | 1-2 |