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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
  • See module specification for other years: 2018-19 2019-20 2020-21

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

Assessment

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

Special assessment rules

None

Reassessment

Task	Length	% of module mark
Essay/coursework 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 (4^th Edition). Financial Times/Prentice Hall.