ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title RELATIONSHIP MARKETING
Code MKIB362
Coordinator Dr S Cartwright
Marketing (ULMS)
Severina.Cartwright@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 6 FHEQ First Semester 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

MKIB153 FUNDAMENTALS OF MARKETING 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 12

6

      12

6

36
Timetable (if known) 60 mins X 1 totaling 12
 
60 mins X 1 totaling 6
 
      120 mins X 1 totaling 24
60 mins X 1 totaling 6
 
 
Private Study 114
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 2: Written Examination Assessment Type: Written Exam Duration: Over 72-hours Units of length: Using up to 1,000 words answer 1 question from 5 Weighting: 50% Reassessment Oppor  Over 72 hours    50       
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 1: Group Presentation (pre-recorded online presentation) Assessment Type: Practical Assessment Duration/Size: 20 mins and 5 mins for pre-determined questions (1 question per student)   25 minutes    50       

Aims

To understand and evaluate the theories, arguments and schools of thought that advocate the creation of mutually beneficial longer-term relationships between suppliers and customers.

To develop an understanding of relationship marketing strategies, customer equity and the 'total customer experience'.

To understand the concepts of market-based and network-based relationship marketing.

To develop an awareness of the connections between relationship marketing and related areas such as direct marketing and customer relationship management.

To provide a mechanism for integrating marketing, operations management and human resource management literatures.


Learning Outcomes

(LO1) Define relationship marketing and critically evaluate the arguments that advocate relationship marketing as a paradigm shift in marketing.

(LO2) Understand the main theories of relationship marketing.

(LO3) Critique the relationship marketing strategies of organisations

(LO4) Critically appraise relationship marketing in business-to-consumer (B2C) and business-to-business (B2B) organisations

(S1) Resilience & Adaptability

(S2) Problem solving skills

(S3) Commercial awareness

(S4) Teamwork

(S5) Organisational skills

(S6) Communication skills

(S7) Digital Fluency


Teaching and Learning Strategies

Teaching Method: Online Asynchronous Learning Materials
Description: Sessions are to provide the students with academic and practical content on various relationship marketing topics and include interactive questions to address and case studies.
Unscheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method: Seminar
Description: Seminars are to provide students with information about the assignment, specifically general guidance on what is required and a detailed case study on experiential marketing.
Scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Teaching Method: Synchronous Session
Scheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method: Group Study
Description: Biweekly 1 hour session to foster student community and engagement by working with others on their ‘active learning’ activities
Scheduled Student Hours: 6
Attendance Recorde d: No

Self-Directed Learning Hours: 114

Skills/Other Attributes Mapping

Skills / attributes: Digital Fluency
How this is developed: Presentation
Mode of assessment (if applicable)

Skills / attributes: Communication skills
How this is developed: Group work
Mode of assessment (if applicable): Examination, Presentation

Skills / attributes: Organisational skills
How this is developed: Group work
Mode of assessment (if applicable)

Skills / attributes: Teamwork
How this is developed: Group work
Mode of assessment (if applicable)

Skills / attributes: Commercial awareness
How this is developed: Lectures
Mode of assessment (if applicable)

Skills / attributes: Problem solving skills
How this is developed: Group work
Mode of assessment (if applicable)

Skills / attributes: Resilience & Adaptability
How this is developed: Group work
Mode of assessment (if applicable)


Syllabus

 

Module overview/assignment;

Origins and history of Relationship Marketing;

Service-dominant logic;

Customer experiences;

Customer satisfaction, and loyalty;

Planning and implementing RM programmes;

Monitoring and controlling relationships;

Customer Relationship Management (CRM);

Relationship marketing and communities;

Social media marketing;

B2B marketing;

B2B relationship marketing;

Key account management;

B2B network relationships;

B2B marketing in action.


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.