Undergraduate Course: Relationship Marketing (BUST10093)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Course type | Standard |
Availability | Available to all students |
| Credit level (Normal year taken) | SCQF Level 10 (Year 4 Undergraduate) |
Credits | 20 |
| Home subject area | Business Studies |
Other subject area | None |
| Course website |
None |
Taught in Gaelic? | No |
| Course description | 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 (not applicable to Visiting Students)
| Pre-requisites |
Students MUST have passed:
Marketing (BUST08004)
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
| Additional Costs | None |
Information for Visiting Students
| Pre-requisites | None |
| Displayed in Visiting Students Prospectus? | Yes |
Course Delivery Information
| Not being delivered |
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.
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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%). |
Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Not entered |
| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords | Not entered |
Contacts
| Course organiser | Dr David Marshall
Tel: (0131 6)50 3822
Email: D.W.Marshall@ed.ac.uk |
Course secretary | Miss Rebecca Shade
Tel: (0131 6)51 3896
Email: rebecca.shade@ed.ac.uk |
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