1. To introduce relational approaches to marketing. 2. To understand the nature and importance of interaction in service, intra-organisational and mass marketing contexts. 3. To understand the process of relationships development and to appreciate relationship success variables and how they might be fostered. 4. To consider approaches to relationship management including CRM. 5. To understand competitive and collaborative networks and the strategic implications for individual organisations. 6. To appreciate the implications of marketing when viewed as relationships and networks.

Service Logic in Marketing. Relationships and Networks as source of innovation. Relationship Development. Relational capabilities. Intra-organisational and inter-organisational interaction and relationships. Relationships success variables including trust, commitment and shared values. Cultural dimensions to relationships. Collaborative and competitive networks. Relationship marketing strategy and Customer Relationship Management. Comparing B2B, B2C and C2C interaction in networks.

1/ Demonstrate knowledge of the nature of Marketing Relationships and Networks and their role in contemporary business practice 2/ Appreciate the differences and similarities with how Marketing, Relationships and Networks are applied in varying market settings. 3/ Demonstrate an ability to bring different perspectives to bear on 'real-life' examples in order to understand, analyse and transform practice 4/ To demonstrate creative problem solving skills required to adapt relational strategies to different marketing situations. 5/ Appropriately articulate organisational solutions regarding relational strategies in marketing

1/ Demonstrate an appreciation of the ethical responsibilities for organisations developing long- term business relationships. 2/ Proactively engage in a reflective manner with ones own learning and critically integrate knowledge within module 3/ Integrate ones own learning in a collaborative context in response to the challenge of implementing relational approaches to marketing.

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A key component of the delivery approach of this module is the development of independent learners. In the process this module explicitly aims to help the development of all UL graduate attributes. In terms of knowledgeable, of course, like all university level modules I equip and enable the learners to develop their knowledge to a high standard. This is itself ensured by a strong research-led approach in terms of module content. This module is not only highly relevant in terms of marketing practice (particular in b2b markets), but it is also my specific field of expertise as a researcher. I am thus in a position to help the students navigate and engage with complex contemporary research in this field. There is no single textbook, instead the reading comes from high quality ISI level journal articles. I map out this knowledge in the lectures, helping to bring theory to live through discussions of case study examples. With the weekly learning logs and feedback from myself the students can slowly, but surely, build confidence in their knowledge, and proactively engage in their own learning. I ask them specifically to reflect on and integrate their knowledge across the module, and also to their live coursework project. As such they are learning to articulate their knowledge in a way that helps them consider the significance of a range of models, theories and concepts discussed in class. There is one log in particular where I ask them to specifically reflect on the ethical implications of developing long terms business relationships, thus enabling them to situate marketing relationships into the broader business and societal context (responsible). The live project involves the students working collaboratively where they are tasked to creatively respond to a real world challenge of building am inter-organisational network to solve a business problem. They are asked to articulate their ideas both visually and in written reports. The visual component to the module is strong, where I introduce the students to design thinking and design tool as a method to elaborate their ideas and generate interesting solutions. The module therefore has this inter-disciplinary dimension which enriches the learning experience.