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 2023-24 Level 6 FHEQ First Semester 15

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

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 24

 6

         30
Timetable (if known)              
Private Study 120
TOTAL HOURS 150

Assessment
EXAM Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Assessment 2: Online Written Examination Assessment Type: Written Exam Duration: 24 hours Weighting: 50% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL penalty app  24    50       
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Assessment 1: Group Presentation (online presentation) Assessment Type: Practical Assessment Duration/Size: 20 mins and 5 mins for pre-determined questions (1 question per student) Weighting:   25    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: 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: 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.