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 ULMJ872
Coordinator Dr S Cartwright
Marketing (ULMS)
Severina.Cartwright@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2024-25 Level 7 FHEQ Summer (June-September) 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
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

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

(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 critically appraise relationship marketing in business-to-business (B2B) organisations.

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

(LO4) Students will be able to demonstrate a critical understanding of the main theories of relationship marketing.

(S1) Adaptability
Students will be asked to meet deadlines and work as part of a team.

(S2) Teamwork
Students will develop teamwork skills in preparing for the group assessment.

(S3) Communication skills
Students will need to communicate the relationship strategies and be asked to discuss these in tutorials. In the exam students will be expected to communicate the ideas of relationship marketing.

(S4) Leadership
Throughout the module students will be working together but also need to be able to show leadership within the team, in order to complete the group assessment on time.

(S5) International awareness
International case studies will be used on the module and students will be discussing cultural aspects of building B2C and B2B relationships.

Teaching and Learning Strategies

2 hour lecture x 5 weeks
2 hour seminar x 5 weeks
1 hour asynchronous learning x 5 weeks
Self-directed learning x 125 hours

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
 

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