Relationship Marketing

10 Units

Recognises that relationship marketing is increasingly being seen as an integral part of the marketing management task in modern business organizations. Relationship marketing focuses on the concepts and issues which involve attracting, retaining and enhancing long-term relationships with customers. The principal aim of this course is to provide students with a detailed knowledge of the theory and practice of relationship marketing in the context of a business organization operating within a dynamic environment.

Faculty Faculty of Business and Law
School Newcastle Business School

Not currently offered

Previously offered in 2013, 2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004


By the end of the course students are expected to have:- 1. developed an understanding of the key concepts and issues relating to the relationship marketing framework. 2. identified the role of relationship marketing in a modern business organization. 3. gained an enhanced understanding of the nature of relationship marketing orientation of organizations. 4. successfully explored the various approaches to relationship building and acquired relevant skills for the management of relationship marketing tasks 5. become acquainted with the appropriate strategy formulation for successful relationship marketing operations. 6. identified the emerging issues and future trends in the development of relationship marketing theory.

  1. Scope and importance of relationship marketing
  2. The components and drivers of relationship marketing
  3. Economic aspects of relationship
  4. Managing internal relationships
  5. Managing supplier relationships
  6. Managing lateral relationships
  7. Managing business-to-business relationships
  8. Managing end customer relationships
  9. Relationship strategy continuum
  10. Relationship technology
  11. Emerging issues and the future of relationship marketing
Replacing Course(s) N/A
Transition N/A
Industrial Experience 0
Assumed Knowledge GSBS 6010 Foundation of Marketing Theory.
Modes of Delivery Distance Learning : IT Based
Flexible Delivery / Student Centred Learning
Internal Mode
Teaching Methods Case Study
Student Projects
Assessment Items
  • Essays / Written Assignments - Essay or Case Study
  • Examination: Formal -
  • Case Scenario/PBL exercises - Essay or Case Study
  • Projects -
Contact Hours
  • Lecture: for 3 hour(s) per Week for Full Term
Compulsory Components None listed
Course Materials None listed
Timetable 2015 Course Timetables for GSBS6133

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