Module Code - Title:
MK6003
-
RELATIONSHIP MARKETING
Year Last Offered:
2025/6
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
Rationale and Purpose of the Module:
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 understand the role of relationships in relational selling and key account management.
5. To consider approaches to relationship management including CRM.
6. To understand competitive and collaborative networks and the strategic implications for individual organisations.
7. To appreciate the implications of marketing when viewed as interaction, relationships and networks.
Syllabus:
Motivation for the development of relational approaches to marketing. Relationship life-cycle models. Interaction and Relationships in service contexts. 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.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
To understand the nature and importance of interaction in service, intra-organisational and mass marketing contexts.
To identify different relationship success variables.
To illustrate how different relationship success variables impact upon business relationships.
To demonstrate how relationship theory underpins key account management, relational selling and CRM.
To discuss competitive and collaborative networks and the strategic implications for individual organisations.
Evaluate an interorganisational, organisation/client or brand/consumer relationship
Affective (Attitudes and Values)
Appreciate relational approaches to marketing and its role in different marketing contexts.
Be open to the possibilities of business relationships.
To appreciate the implications of marketing
Appreciate the value of listening and negotiating.
Psychomotor (Physical Skills)
N/A
How the Module will be Taught and what will be the Learning Experiences of the Students:
The module will be delivered by lecture, on block release, with a significant amount of student group work taking place between blocks. Graduate attributes will be developed in the following ways: Knowledgeable: Students will gain a deep knowledge of through practical examples, coursework and in-class groupwork; Proactive: Students are expected to be proactive in their own learning through independent study and self-directed learning; Responsible: Students will develop a sense of responsibility through class discussions on various ethical issues; Collaborative: Students will be required to participate in class discussions and group work; Articulate: Students will become articulate in expressing advice through the use of in-class discussions, presentations and written coursework
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
Sheth, J. and A. Parvatiyar (2000)
Handbook of Relationship Marketing
, Sage Publications: Thousand Oaks, CA.
Gordon, I.H (1998)
Relationship Marketing : New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever
, John Wiley & Sons
Ford, D (1997)
Understanding Business Markets: Interaction, Relationships, Networks, 2nd Edition
, Academic Press, Harcourt Brace and Co. Publishers: London
Other Relevant Texts:
R. M. Kramer and T.R. Tyler (eds.) (1996)
Trust in Organisations: Frontiers of Theory and Research
, California: Sage Publications
Programme(s) in which this Module is Offered:
MBBACOTBA - Master of Business Administration (Corporate)
Semester(s) Module is Offered:
Autumn
Module Leader:
Lisa.OMalley@ul.ie