Undergraduate Course: Relationship Marketing (BUST10093)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 10 (Year 4 Undergraduate) |
Availability | Available to all students |
| SCQF Credits | 20 |
ECTS Credits | 10 |
| Summary | 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. |
| Course description |
Not entered
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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 |
Information for Visiting Students
| Pre-requisites | None |
Course Delivery Information
| Not being delivered |
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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Additional Information
| Graduate Attributes and Skills |
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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