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.

(LO1) Students will be able to define relationship marketing and critically evaluate the arguments that advocate relationship marketing as a paradigm shift in marketing.

(LO2) Students will be able to demonstrate understanding of the main theories of relationship marketing.

(LO3) Students will be able to critique the relationship marketing strategies of organisations

(LO4) Students will be able to 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

(S8) Global Awareness

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: Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: No

Self-Directed Learning Hours: 120

Skills/Other Attributes Mapping

Skills / attributes: Resilience & Adaptability
How this is developed: While working in a group, students can develop resilience and adaptability skills by working in a different environment (e.g., online, and offline), managing a task between multiple members, and effectively and efficiently planning to complete the task successfully.
Mode of assessment (if applicable)

Skills / attributes: Problem solving skills
How this is developed: While working in a group, students can develop probl em-solving skills by brainstorming creative solutions, researching the macro- and micro-environment of the chosen organisation, and evaluating their success in creating positive customer experiences while managing harmonious group ethos.
Mode of assessment (if applicable)

Skills / attributes: Commercial awareness
How this is developed: While working in a group, students can develop commercial awareness skills by learning how their organisation of choice for the assessment operates and how it creates a positive customer experience. Thus, acquiring knowledge about industry developments and trends in an offline and online environment. In addition, lectures incorporate read-world industry examples, industry developments, and research-led insights.
Mode of assessment (if applicable)

Skills / attributes: Teamwork
How this is developed: While working in a group, students can develop team group skills by clearly defining roles and responsibilities for every team mem ber, managing team meetings, and encouraging clear, frequent communication.
Mode of assessment (if applicable)

Skills / attributes: Organisational skills
How this is developed: While working in a group, students can develop organisational skills such as team management, time management, and collaboration skills.
Mode of assessment (if applicable)

Skills / attributes: Communication skills
How this is developed: Students will collaborate, engage, and communicate throughout assessment one. Additionally, they will work online and offline, contributing to developing digital communications skills.
Mode of assessment (if applicable): Examination, Presentation

Skills / attributes: Digital Fluency
How this is developed: Students will use digital tools to develop and deliver their presentations, resulting in developing digital fluency skills. While working in a group, students can develop digital fluency by working in online environments to complete the task and, if choosing regular assessment, deliver the presentation online. In addition, students evaluate how customer experience is created through online marketing channels and tools.
Mode of assessment (if applicable)

Skills / attributes: Global Awareness
How this is developed: While working in a group, students can develop global awareness skills by working with home and international students. Furthermore, students can work with students from an international partner and gain international and cultural experiences, thus learning about different working environments and cultures.
Mode of assessment (if applicable)

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.