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Relationship marketing

Available to study from October 2022

This module aims to advance understanding of the role of Customer Relationship Management and Customer Experience in an overall business strategy, as well as in the marketing mix. 

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.

Topics covered

  • 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.

Learning outcomes

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.

Assessment

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.