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2007/8 Module Catalogue
 Module Code: MANM074 Module Title: RELATIONSHIP MARKETING
Module Provider: School of Management Short Name: MBA9 Previous Short Name: MBA9
Level: M Module Co-ordinator: HEMSLEY-BROWN J Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
 
Module Availability

Spring
Assessment Pattern

Unit(s) of Assessment

Weighting Towards Module Mark (%)

Assignment -2000 words (up to 2 students in a group)

40

3 Hour Examination - 3 out of 5 questions open book

60

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.
Prerequisites/Co-requisites
None
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.
  • An understanding of the economics of undertaking a strategic approach to RM. This will provide the accepted fina ncial reasons as well as a critical approach to RM economics.
  • 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
  • Students will be encouraged to th ink critically about the trend to RM in relation to the amount of money spent on loyalty schemes and customers who would otherwise stay loyal anyway
  • Social responsibility as a means to create ‘feel good’ factors and therefore produce closer relationships will be covered
  • 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 approaches as a key underpinning to the success of RM programmes
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)

Number

Outcome Type eg K/U, I/C, P/P, T

Outcome

On successful completion of this module, the student will be able to:

1

K/U

Knowl ed ge of the scope, emergence and adoption of RM and CRM within the current competitive market place

2

K/U

Understanding of the way channel and marketing mix management impacts on RM strategies

3

K/U

Understanding of the cycle of RM and its different phases and resultant management

4

K/U

Understanding of database management and its use for RM

5

K/U

Knowledge of the use of segmentation and customer bas ed planning logic which pertain to RM

6

K/U

Understanding of how different RM strategies are applied

7

I/C

Relate understanding and application of RM to changes which have taken place with regard to the marketing mix

8

I/C

Relate various relationship marketing approaches to the phases in the RM lifecycle and by customer value

9

P/P

Apply strategic and tactical relationship marketing management concepts and methods bas ed upon business model approaches

10

P/P

Recognise and evaluate alternative approaches to database management activities

11

P/P

Apply decision making skills to real life case examples

12

P/P

Discuss and evaluate various relationship marketing approaches and designs

13

T

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 t o provide a range of delivery methods in a blended w ay to facilitate the development of skills in the four areas set out above. 

The Teaching and Learning Methods include:

  • Lectures
  • Seminars
  • Assignment
  • Examination
  • Ulearn material
Selected Texts/Journals

Egan, J., 2004 Relationship Marketing: Exploring relational strategies in marketing, 2nd ed. Harlow, Prentice Hall.

Supplementary Reading

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 ( ed s.), 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, FP
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

Last Updated

11.04.2008