This module is designed to deepen students’ understanding of Relationship Marketing, as a significant feature of contemporary marketing practice. The module will increase students’ intellectualappreciation and critical engagement with the subject matter, through focusing on key issues such as client-agency relationships, collaboration and decision-making.
- Introduction to Relationship Marketing (RM)
- Business Objectives of RM
- Understanding customer loyalty
- Managing relationships
- Strategic, analytical and operational CustomerRelationship Management (CRM)
- Customer Lifetime Value (CLV)
- CRM implementation and benefit realization
- Designing customer experiences: Service blueprinting
- Managing unsatisfactory experiences: Service Recovery Management
- CRM technology and implementation using data.
On successful completion of this module, you will be expected to be able to:
- understand the managerial and broader relevance of key concepts related to Customer Relationship Management (CRM)
- understand the managerial and broader relevance of key concepts related to Customer Experience (CX)
- apply CRM concepts and frameworks in decision-making
- apply CX concepts and frameworks in decision-making
- appreciate key challenges faced by marketers in developing and implementing CRM strategies, mindful of the triple bottom line
- appreciate key challenges faced by marketers in developing and implementing CX strategies, mindful of the triple bottom line.
Coursework (30% weighting) - An individual relationship marketing report of up to 2,000 words.
Examination (70% weighting) - An unseen written examination of 2 hour-duration.