Module Code - Title:
MK6032
-
STRATEGIC MARKET RELATIONS
Year Last Offered:
N/A
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
Rationale and Purpose of the Module:
The aim of this module is to introduce key theoretical and managerial concepts and issues that facilitate building, managing and leveraging strategic market relationships
Syllabus:
Interaction and Relationships in service contexts. Intra-organisational and consumer markets. Buyer Partnerships, Supplier Partnerships, Lateral Partnerships, Internal Partnerships. Relationship life-cycle models. Relationship success variables including trust, commitment and shared values. Cultural dimensions to relationships. Collaborative and competitive networks. Market Relations, Service Logic, Value Co-Creation and Customer Experience. Strategic Market Relations and Market Shaping.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
On successful completion of this module, students will be able to:
Evidence a capacity to build, manage and leverage strategic market relationships.
Delineate different types of value, and determine how value can be co-created within market relationships.
Demonstrate the skills required to analyse competitive and collaborative networks.
Describe markets in terms of interactions, relationships and networks.
Evaluate market data to solve complex problems and make informed decisions. Apply marketing frameworks to interrogate, manage and shape markets.
Affective (Attitudes and Values)
On successful completion of this module, students will be able to:
Demonstrate an understanding of the moral responsibilities associated with adopting relational perspectives.
Psychomotor (Physical Skills)
On successful completion of this module, students will be able to:
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: Curious: Students critical faculties will be developed as relational perspectives offer an alternative and more ethical framing than traditional market perspectives.
Agile: Students have the opportunity to think on their feet, prioritise information and develop high level strategy through consulting for a client in a time constrained assessment.
Responsible: Students will develop a sense of responsibility through class discussions on the ethical and moral impact of relational perspectives.
Articulate: Students will become articulate in expressing advice through the use of in-class discussions, presentations and written coursework.
Prime Texts:
Buttle, F. and S. Maklan (2024)
Customer Relationship Management: Concepts and Technologies
, Routledge
Baron, S., Conway, T., & Warnaby, G. (2010)
Relationship marketing: A consumer experience approach.
, Sage Publications Ltd
Other Relevant Texts:
Programme(s) in which this Module is Offered:
MASTER OF BUSINESS ADMINISTRATION - EXECUTIVE MBA
Semester(s) Module is Offered:
Autumn
Module Leader:
Lisa.OMalley@ul.ie