Relationship Marketing (U03804)

? Credit Points : 20 ? SCQF Level : 10 ? Acronym : MSE-4-RELM

Foundational concepts: emergence of a relational approach to marketing, including the emergence of this approach within channel marketing, services marketing and business-to-business/industrial marketing; motivations for the development of relational approaches to marketing; conceptual approaches to understanding how relationships develop over time, including life-cycle and more dynamic models. The emergence of a network approach to marketing.. Relationship Marketing in context: interaction and relationships in services contexts; Intra-organisational and inter-organisational interaction and relationships. Relationship Marketing management: relationship success variables including trust, commitment, and shared values; social and cultural dimensions to relationships in marketing. Strategic aspects of relationship approach to marketing: relationships as a source and context for learning and innovation; collaborative and competitive networks; relationship marketing strategy; and customer relationship management.

Entry Requirements

? Pre-requisites : Marketing 2 (BS0028)

Subject Areas

Home subject area

Business Studies, (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : 4th year

? Delivery Period : Not being delivered

? Contact Teaching Time : 20 hour(s) per week for 10 weeks

All of the following classes

Type	Day	Start	End	Area
Lecture	Monday	11:10	13:00	Central

Summary of Intended Learning Outcomes

Subject specific skills: on completion of this course students should be able to: explain the evolution and importance of relationships in marketing; give a critical account of the differing conceptual approaches to understanding Relationships and Networks in Marketing.
Knowledge and Understanding: on completion of this course students should be able to: explain the role that a relationship approach to marketing can play in organisations; successfully contrast this approach to the marketing management frame; explain different theories and models with respect to relationship development; explain key elements in relationship management. Cognitive Skills: on completion of this course students should be able to: assess the tensions between a relational approach and marketing management approach to marketing; compare and contrast different approaches to understanding relationship success and relationship development; relate relationship marketing theories, models and debates to particular examples of relationships in marketing practice.
Key skills: on completion of this course students should be able to demonstrate: understanding and reflect on key success factors in relationship marketing, a knowledge of interpersonal aspects to successful relationship marketing, such as development of trust, open communication etc; ability to analyse real life cases of relationships in marketing and evaluate their key success factors etc; ability to apply theoretical frameworks to particular examples of relationship sin marketing; an ability to work effectively in teams to produce a singe, coherent report.

Assessment Information

The course will be assessed by means of a three pieces of continuous assessment designed to allow students to explore, analyse and assess relational approaches to marketing in both individual and group based assignments. The breakdown model to be used involves: individual essay relating to the theory of relationship marketing (30%), team/group case-study assignment (40%), final individual essay based assignment focusing on the relationship between the theory and practice of relationship marketing (30%).