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 (4th Edition). Financial Times/Prentice Hall.