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 | BUSINESS TO CONSUMER (B2C) AND BUSINESS TO BUSINESS (B2B) RELATIONSHIP MARKETING | ||
Code | ULMS872 | ||
Coordinator |
Dr CO Raddats Marketing (ULMS) C.Raddats@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2024-25 | Level 7 FHEQ | Second 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 |
10 |
10 |
5 |
25 | |||
Timetable (if known) | |||||||
Private Study | 125 | ||||||
TOTAL HOURS | 150 |
Assessment |
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EXAM | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
Examination. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. | 2 | 60 | ||||
CONTINUOUS | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
Group Assignment There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. | 0 | 40 |
Aims |
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Upon completion of this module, students will be able 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; Develop an understanding of relationship marketing strategies, customer equity and the 'total customer experience'; Understand the concepts of market-based and network-based relationship marketing; Develop an awareness of the connections between relationship marketing and related areas such as direct marketing and customer relationship management. |
Learning Outcomes |
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(LO1) Students will be able to define relationship marketing and critically evaluate the arguments that advocate relationship marketing as a paradigm shift in marketing. |
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(LO2) Students will be able to critically appraise relationship marketing in business-to-business (B2B) organisations. |
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(LO3) Students will be able to critique the relationship marketing strategies of organisations. |
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(LO4) Students will be able to demonstrate a critical understanding of the main theories of relationship marketing. |
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(S1) Adaptability |
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(S2) Teamwork |
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(S3) Communication skills |
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(S4) Leadership |
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(S5) International awareness |
Teaching and Learning Strategies |
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2 hour lecture x 5 weeks Outside of lectures and seminars, students are expected to read around the topics explored in the module and prepare for assessment. Students are encouraged to attend the ULMS study skills workshops to improve their critical writing and personal development. |
Syllabus |
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Experiential marketing; Customer satisfaction and loyalty; Planning and implementing and monitoring RM programmes; Relationship marketing and communities; B2B relationship marketing; B2B network relationships. |
Recommended Texts |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |