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2010/1 Module Catalogue
 Module Code: MANM074 Module Title: RELATIONSHIP MARKETING
Module Provider: School of Management 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


Assessment Pattern

Assessment Pattern


Unit(s) of Assessment


Weighting Towards Module Mark (%)


Assignment – 2000 words (groups of 2 or individual)




2 hour Prepared Exam (Closed Book) Case study and questions provided 2 weeks in advance




Qualifying Condition(s)


Must obtain 50% overall to pass module.



Module Overview

Module Overview


The rationale for this module is:


Relationship Marketing (RM) including Customer Relationship Management (CRM) has been a topic of serious discussion and debate among academics and practitioners for over twenty years – but in the last decade with developments in the use of technology and the Internet interest in RM has risen rapidly, and use of RM strategies is growing fast.


Module Aims

Module Aims


This module aims to:


The module covers the key concepts of RM and CRM and related topics, including services marketing, and focuses on a case study, problem solving approach and aims to:


·                Enable current and future managers and in particular Marketing Managers to be able to understand and successfully implement key elements of a RM and CRM strategy so that small, medium and large organisations can flourish and gain competitive advantage.


·                Provide students with a theoretical and practical knowledge of the concept and process of customer relationship management based on the economics of undertaking a strategic, relational approach to marketing.


·                Examine and critically analyse key concepts of RM such as: customer retention, churn, customer analysis, targeting, acquisition; developing a dialogue with customers’ customer loyalty; lifetime value with a view to increased profitability and sustainability.


Learning Outcomes

Learning Outcomes


On successful completion of this module students will be able to:


·                Knowledge of the scope, emergence and adoption of a relational approach to marketing 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 CRM


·                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 marketing practice and priorities


·                Relate various relationship marketing approaches to the phases in the RM lifecycle


·               Apply strategic and tactical relationship marketing management concepts and methods based upon the RM lifecycle approach


·               Recognise and evaluate alternative approaches to database management activitiesApply 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


Module Content


·                What is relationship marketing?


·                The concepts within 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


Methods of Teaching/Learning


Methods of Teaching/Learning


Teaching and Learning Strategy


The teaching and learning strategy is designed to facilitate the introduction and discussion of module content in an interactive and class discussion context to build the vocabulary for implementing, evaluating and critically analysing RM and CRM concepts, theories and practical solutions to problems.


Teaching and learning methods include:


·                Lectures, seminars and workshops:  Lectures enable students to understand, make use of and apply models and theories.  The lectures and seminars are also used to help students to compare and discuss different viewpoints and strategies and to integrate different topics.


·                ULearn or e-learning will be used to offer structured reading and links to key websites and other sources for research, discussion and further investigation.


·                Working in small groups or teams: students will work case studies with a problem solving approach to carry out analysis of the case study using relevant theory.  Teams will provide a variety of insights and/or solutions to RM and marketing issues and present their ideas to the seminar group.


Assessment Strategy


An individual or paired assignment of 2000 words (50%) and a two hour closed book examination based on a case study and seen case questions provided to the candidates two weeks prior to the exam (50%).


The assessment is designed to involved students in both case study analysis and problem solving (case study exam) and examination and critical analysis of key concepts and theories (coursework).  The examination is designed to assess problem solving skills and understanding of practical issues in RM.



Selected Texts/Journals

Selected Texts/Journals


Essential Readings


Peck, H., Payne A., Christopher, M. and Clark M. (2004) Relationship Marketing – Strategy and Implementation, Elsevier Butterworth Heinemann.


Recommended Readings


Egan, J., (2009), Relationship Marketing: Exploring relational strategies in marketing, Harlow , Prentice Hall.


Gummesson, E., (2002), Total Relationship Marketing, Oxford , Butterworth Heinemann.


Hughes, A.M., (2000), Strategic Database Marketing, 2nd edn., New York , McGraw Hill.


Supporting Reading


Buttle, F., (1996). Relationship Marketing.  Theory and Practice.  London , Paul Chapman.


Buttle, F., (2004). Customer Relationship Management: Concepts and Tools. Butterworth Heinemann.


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.


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 .




A number of key Journals include:


Harvard Business Review


Journal of Business to Business


Journal of Marketing Management


Journal of Relationship Marketing


Marketing, Journal of Marketing


However, a broad use of Journals is to be encouraged.


Last Updated

8th September 2010