|Course code GSBS6133||Units 10||Level 6000||Faculty of Business and LawNewcastle Business School|
Recognises that relationship marketing is increasingly being seen as an integral part of the marketing management task in modern business organizations. Relationship marketing focuses on the concepts and issues which involve attracting, retaining and enhancing long-term relationships with customers. The principal aim of this course is to provide students with a detailed knowledge of the theory and practice of relationship marketing in the context of a business organization operating within a dynamic environment.
Not available in 2014
|Previously offered in 2013, 2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004|
|Objectives||By the end of the course students are expected to have:-|
1. developed an understanding of the key concepts and issues relating to the relationship marketing framework.
2. identified the role of relationship marketing in a modern business organization.
3. gained an enhanced understanding of the nature of relationship marketing orientation of organizations.
4. successfully explored the various approaches to relationship building and acquired relevant skills for the management of relationship marketing tasks
5. become acquainted with the appropriate strategy formulation for successful relationship marketing operations.
6. identified the emerging issues and future trends in the development of relationship marketing theory.
|Content||1. Scope and importance of relationship marketing|
2. The components and drivers of relationship marketing
3. Economic aspects of relationship
4. Managing internal relationships
5. Managing supplier relationships
6. Managing lateral relationships
7. Managing business-to-business relationships
8. Managing end customer relationships
9. Relationship strategy continuum
10. Relationship technology
11. Emerging issues and the future of relationship marketing
|Assumed Knowledge||GSBS 6010 Foundation of Marketing Theory.|
|Modes of Delivery||Distance Learning : IT Based|
Flexible Delivery / Student Centred Learning
|Teaching Methods||Case Study|
|Contact Hours||Lecture: for 3 hour(s) per Week for Full Term|