MS6105: Relationship Marketing


Please note this module descriptor is indicative of the structure of this course and may be subject to change.

MS6105: Relationship Marketing

Module Title Relationship Marketing
Module Code MS6105
Module Tutor Rachel Viera
School Business School
CAT Points 15
Level of Study 6
Brief Description

This module investigates the nature and management of customer relationships, (CRM). It concerns an organisation's ability to build and maintain effective relationships with its customers through identifying current and future needs. It critically evaluates the role and application of digital electronic technologies in CRM strategies.

Indicative Syllabus
  1. Exploring the nature & significance of customer (B2C) and commercial (B2B) relationships
  2. Technology and relationships
  3. Ethics and relationships
  4. Relationship breakdown and complaining behaviour
  5. Internal relationship marketing
  6. Strategic marketing implications
Learning Outcomes

A student passing this module should be able to:

    Understand fully concepts relevant to customer relationship management and their application in a variety of business settings
  1. Evaluate strategic and tactical issues involved in customer relationship management. Investigate and evaluate different forms of relationship, such as those that can exist within B2B and B2C CRM frameworks.
  2. Evaluate the role, value and application of information and communication technologies (ICT) in CRM.
  3. Determine the legal issues relevant to the application of ICT within CRM
  4. Enhance skills in: Communications and literacy;Analysis and problem solving; Independent learning and group work; Information and Communications Technology.
Learning and Teaching Activities Scheduled Contact Hours: 24
Independent Learning Hours: 126
Assessment (For further details see the Module Guide) 001: 30% Coursework: Group work, presentation: 1500 words or equivalent
002: 70% Coursework: Individual, standard written: 2200 words or equivalent
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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