Module Code - Title:
MK4038
-
MARKETING RELATIONSHIPS AND NETWORKS
Year Last Offered:
2026/7
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
MK4012
Rationale and Purpose of the Module:
The purpose of the module is to introduce relational approaches to marketing. Students will understand the nature and importance of interaction in service, intra-organisational and mass marketing contexts.
Key to this is developing an understanding on the process of relationships development and to appreciate relationship success variables and how they might be fostered. Future marketing managers need to consider approaches to relationship management. Marketing success is achieved through a greater understanding of competitive and collaborative networks and the strategic implications for individual organisations. Furthermore an appreciation of the implications of marketing when viewed as relationships and networks is required.
Syllabus:
The aim of this module is to introduce key theoretical and managerial concepts that facilitate building, managing and leveraging market relationships to support strategic, ethical and sustainable outcomes. The module will trace the history of relational perspectives in different marketing contexts. It will explore key concepts and frameworks including the commitment-trust theory, relationship quality framework, service logic and value co-creation and provide opportunities for application and analysis.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
On successful completion of this module, students will be able to:
Critically evaluate the nature of Marketing Relationships and Networks and their role in contemporary business practice
Synthesise insights from relationship marketing, service logic and marketing strategy to inform analysis of organisational practices.
Articulate how relational perspectives inform the management of strategy, ethics and sustainability.
Propose complex and innovative organisational solutions regarding relational strategies in marketing
Affective (Attitudes and Values)
On successful completion of this module, students will be able to:
Demonstrate key personal skills in terms of team working, collaboration and relationship management.
Psychomotor (Physical Skills)
N/A
How the Module will be Taught and what will be the Learning Experiences of the Students:
This module will be taught through a combination of research-led formal lectures and task-oriented tutorials. The assessment is challenge-driven as students are required in group-based activities to produce and defend examples of relationship marketing across a range of possible contexts. A key component of the delivery approach of this module is the development of independent learners. This is itself ensured by a strong research-led approach in terms of module content.
Prime Texts:
Hollensen, S. (2019)
Marketing Management:A Relationship Approach.
, (4. ed.) Pearson Education
Other Relevant Texts:
Egan (2011)
Relationship Marketing:Exploring Relational Strategies in Marketing.
, Pearson
Eilis, N. (2011)
Business-to-Business Marketing:Relationships, Networks & Strategies,
, Oxford University Press
Baron, S., Conway, T., & Warnaby, G. (2010)
Relationship Marketing:A consumer experience approach.,
, Sage Publications Ltd
Programme(s) in which this Module is Offered:
BACHELOR OF ARTS IN INTERNATIONAL BUSINESS
BACHELOR OF BUSINESS STUDIES
BACHELOR OF BUSINESS STUDIES WITH FRENCH
BACHELOR OF BUSINESS STUDIES WITH GERMAN
BACHELOR OF BUSINESS STUDIES WITH JAPANESE
BACHELOR OF BUSINESS STUDIES WITH SPANISH
Semester(s) Module is Offered:
Spring
Module Leader:
Finn.Lannon@ul.ie