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2010/1 Module Catalogue
 Module Code: MANM021 Module Title: RELATIONSHIP MARKETING
Module Provider: School of Management Short Name: M031
Level: M Module Co-ordinator: HEMSLEY-BROWN J Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability
Assessment Pattern
Week Set
Week Hand In
Assignment – 2000 words
2 hour Examination (Open Book)
Module Overview
Relationship Marketing including CRM and RM is a very current topic in marketing and as such needs to be delivered to marketing students who are about to take occupations where the concepts and approaches need to be fully understood.

Successful completion of the Marketing module

Module Aims
The aims of this module are to provide understanding and knowledge of RM based upon:
  • How the relationship cycle is at the foundation of the process of customer relationship management – customer analysis, targeting, acquisition, retention and development, developing a dialogue with customers, customer loyalty, lifetime value and profitability.
  • There will be an understanding of the economics of undertaking a strategic approach to RM . This will provide the accepted financial reasons as well as a critical approach.
  • The use of CRM and RM terms will be investigated and the differences to database marketing will be explored.
  • Retention benefits and the acceptability of cost-effective arguments, which have, lead to the growth and use of RM. The use of reward and other relationship building schemes along with examples as to what is being experienced or developed in the marketplace. Concepts such as lifetime value, attrition, defection and its causes and types will be discussed. There will be an appraisal of the reasons for the change from transaction to RM as a business strategy.
  • Students will be expected to think critically about the trend to RM in relation to the amount of money spent on loyal customers who would otherwise stay loyal anyway. This will be underpinned with the importance of what loyalty is based upon (rational / emotional aspects).
  • Social responsibility as a means to create ‘feel good’ factors and therefore produce closer relationships will be covered. Environmental concern is increasing and this is leading to a need to soften and make a company’s image friendlier. Green marketing and other forms of socially responsible marketing to build trust for the brand will be highlighted.
  • Service and quality management will be included as a way to ensure satisfaction and to achieve the benefits of retention and positive word of mouth recommendation. Quality will be treated as a necessary but not sufficient aspect of RM.
  • Data collection and management is key to the success of RM programmes. Therefore the creation of data collection methods through specification- methods of gathering - assessing - actioning and reviewing will be treated as important aspects of the module.
Learning Outcomes

Learning outcomes are categorised as:

  • knowledge and understanding (K/U)
  • intellectual/cognitive skills (I/C)
  • practical/professional skills (P/P)-
  • transferable skills (T)

Outcome Type eg K/U, I/C, P/P, T
On successful completion of this module, the student will be able to:
Knowledge of the scope, emergence and adoption of RM and CRM within the current competitive market place
Understanding of the way channel and marketing mix management impacts on RM strategies
Understanding of the cycle of RM and its different phases and resultant management
Understanding of database management and its use for RM
Knowledge of the use of segmentation and customer based planning logic which pertain to RM
Understanding of how different RM strategies are applied
Relate understanding and application of RM to changes which have taken place with regard to the marketing mix
Relate various relationship marketing approaches to the phases in the RM lifecycle
Apply strategic and tactical relationship marketing management concepts and methods based upon REAP and cyclic approaches
Recognise and evaluate alternative approaches to database management activities
Apply decision making skills to real life case examples
Discuss and evaluate various relationship marketing approaches and designs
To be able to write concise reports and discuss relationship marketing concepts

Module Content
  • What is relationship marketing?
  • The concepts of relationship marketing
  • CRM and RM
  • Need for planning for RM
  • Models and approaches to RM
  • Role of customer service and quality in RM
  • Capture of data and database Management
  • Aspects of social responsibility in RM
  • The internet and RM
  • Retention and churn
  • Alliances and Partnerships
  • RM case studies
  • Review of each week and discussion
Methods of Teaching/Learning
The Teaching and Learning Strategy is designed to provide a range of delivery methods in a blended way to facilitate the development of skills in the four areas set out above.
The Teaching and Learning Methods include:
  • Lectures
  • Seminars
  • Assignments
  • Examination
  • LearnWare
Selected Texts/Journals
Students are directed to relevant reading in the set texts and in journal articles
Core text - books supplied to student
Egan, J., 2007, Relationship Marketing: Exploring relational strategies in marketing, Harlow, Prentice Hall.

Recommended Text


Gummesson, E., (2002),  Total Relationship Marketing, Oxford, Butterworth Heinemann.Hughes,  A. M., 2000, Strategic Database Marketing, 2nd edition, New York , McGraw Hill.



Supplementary Texts

  • Buttle, F., 2004. Customer Relationship Management: Concepts and Tools. Butterworth Heinemann.
  • Buttle, F., 1996. Relationship Marketing. Theory and Practice. London: Paul Chapman.
  • Cranfield School of Management (eds.), 2000, Marketing Management: A Relationship Marketing Perspective, St Martins Press.
  • Curry, J. and Curry, A., 2000, The Customer Market Method: How to implement and profit from customer relationship management, Free Press.
·         Gamble, P.R., Stone, M. Woodcock, N. and Foss, B. (2003), Up Close and Personal? Customer Relationship @Work, London, Kogan Page.
  • Gummerson, E., (2002), Total Relationship Marketing, Oxford, Butterworth Heinemann.Hughes, A. M., 2000, Strategic Database Marketing, 2nd edition, New York, McGraw Hill.
  • Payne, A., Christopher, M., Peck, H. and Clark, M., 1998, Relationship Marketing from Competitive Advantage: winning and keeping customers, Butterworth Heinemann.
  • Rayport, J. and Jaworski, B., 2001, e-Commerce, New York, McGraw Hill.
  • Sheth, J.N. and Parvatiyar, A., 2000, Handbook of Relationship Marketing, University press of America.
  • A number of key Journals include: Journal of Relationship Marketing, Journal of Business to Business; Marketing, Journal of Marketing; Journal of Marketing Management. Harvard Business Review - However, a broad use of Journals is to be encouraged. 
Last Updated

29 July 2009