The overall aim of this module is to provide students with a critical and comprehensive understanding of relationship marketing, emphasising its strategic importance in fostering long-term customer loyalty and value. Students will gain insight into the theoretical foundations, examining key concepts such as trust, commitment, and customer lifetime value. They will also explore practical applications, including the use of customer relationship management (CRM) systems and social media platforms to enhance engagement and satisfaction. By combining academic research with real-world case studies, the module prepares students to evaluate and implement customer-centric strategies in diverse business contexts.