Relationship Marketing

Course code GSBS6133Units 10Level 6000Faculty 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
ObjectivesBy 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.
Content1. 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
Replacing Course(s)N/A
Industrial Experience0
Assumed KnowledgeGSBS 6010 Foundation of Marketing Theory.
Modes of DeliveryDistance Learning : IT Based
Flexible Delivery / Student Centred Learning
Internal Mode
Teaching MethodsCase Study
Student Projects
Assessment Items
Essays / Written AssignmentsEssay or Case Study
Examination: Formal
Case Scenario/PBL exercisesEssay or Case Study
Contact HoursLecture: for 3 hour(s) per Week for Full Term