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|
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.
|Assumed Knowledge||GSBS 6010 Foundation of Marketing Theory.|
|Modes of Delivery||Distance Learning : IT Based
Flexible Delivery / Student Centred Learning
|Compulsory Components||None listed|
|Course Materials||None listed|
|Timetable||2014 Course Timetables for GSBS6133|