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Relationship Marketing

Convenor: Anastasia Stathopoulou
Assessment: a two-hour written examination (75% of the overall mark) and an individual 2,500 words coursework (25% of the overall mark).  The deadline for the coursework is 2nd March 2012 (absolute cut-off deadline is 30th March 2012).

Aims

The aim of this module is to introduce the nature of Relationship Marketing, to examine the theories, principles and practices of Relationship Marketing. This includes understanding elements of relationship, the nature of commercial relationship, ‘relationship-type’ strategies in products and services markets, and the development of relationship marketing.

Learning objectives

The course has the following learning objectives:

  • To introduce students to the nature of Relationship Marketing.
  • To explain the development of the Relationship Marketing and revisit the traditional marketing mix (product, price, place and promotion)
  • To develop a comprehensive understanding of Relationship Marketing and managing the interface between customers, suppliers and other stakeholders.
  • To provide a framework for the understanding of the role of Relationship Marketing.
  • Encourage full student participation and discussion to reinforce learning outcomes.

Content

The Issues in relationship marketing course will act as an overall introduction and feeder for students wishing to understand how Marketing decisions are made and implemented. It will provide students with a general understanding of the basic concepts and practices of relationship marketing. Topics addressed will include: Introduction to Relationships in Marketing, Customer Partnerships, Internal Partnerships, Supplier Partnerships, External Partnerships, and relationship Management. The module will increase students’ intellectual appreciation and critical engagement, through focusing on key issues such as the current issues in Relationship Marketing, including client-agency relationships, collaboration and decision-making, and focussing on companies.

Background reading

  • Egan, J. (2011). Relationship marketing: exploring relational strategies in marketing. 4th Edition, Prentice Hall, Pearson.
  • Kumar V., Reinartz W. J., (2006), Customer Relationship Management: A Database Approach, Wiley