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Relationship Marketing - MAN00034H

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  • Department: The York Management School
  • Module co-ordinator: Dr. Alex Gillett
  • Credit value: 20 credits
  • Credit level: H
  • Academic year of delivery: 2021-22

Module will run

Occurrence Teaching cycle
A Spring Term 2021-22 to Summer Term 2021-22

Module aims

This module aims for the students to develop:

This module challenges the short term view of business relationships with customers and presents arguments for a longer-term focus. It considers the concept of relationship marketing from the perspectives of organisations and consumers, and in relation to tangible goods as well as services.  For-profit and not-for-profit sectors will be included.

The overall aims are to develop

  • An understanding of the longer-term nature of relationships, both along the supply chain and with internal and external customers and publics.
  • To challenge the validity and appropriateness of the traditional ‘Ps’ view of marketing and critically to revisit many of the core concepts of marketing itself.

Module learning outcomes

Subject content

  • Understand critically the philosophy and practice of relationship marketing.
  • Understand features which define and differentiate service-dominant logic and relationship marketing from goods-dominant logic and transactional marketing.
  • Define the scope of RM by its various types of stakeholder relationships.
  • Understand market research requirements for RM.

Academic and graduate skills

  • Acquire and organise information from a wide range of source materials.
  • Present and discuss ideas in public and to work in groups.
  • Apply the theories and tools of relationship marketing.
  • Demonstrate the ability to conduct research into marketing, business and management issues.

Other learning outcomes (if applicable)

  • Further, develop the ability to write concisely and to use relevant library resources.
  • Demonstrate that the ability to work both independently and in teams, set goals, and complete tasks within deadlines has been mastered.
  • Produce logical and structured arguments supported by relevant evidence.

Module content

Indicative content:

  • Transactions, Relationships, and Networks in Marketing
  • Relationship economics and the significance of customer retention
  • Relationship drivers
  • The Scope of RM
  • Customer Relationships
  • Supplier Relationships
  • Internal and External Partnerships
  • Relationship Management and Control
  • Relationship Technology


Task Length % of module mark
Written report (3500 words)
N/A 100

Special assessment rules



Task Length % of module mark
Written report (3500 words)
N/A 100

Module feedback

The timescale for the return of feedback will accord with TYMS policy.

Indicative reading

Egan, J. (2011) Relationship Marketing: Exploring relational strategies in marketing (4th Edition). Financial Times/Prentice Hall.

The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.