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Undergraduate Module Descriptors 2012/13
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MS6105: Relationship Marketing

Module Title Relationship Marketing
Module Code MS6105
Module Tutor Mike Flynn
School Business and Management
CAT Points 15
Level of Study 6
Pre-requisites None
Co-requisites None
Restrictions Cannot be counted with MM308
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 Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.

Important

Please note the course resources in this website are archived versions from previous years.

Course resources for the current years of entry are available to staff and students on Infonet.

Prospective students should use our Courses information as a starting point.

Old Archive

Course resources prior to 2012/13 can still be found in the original Maps and Descriptors Archive.

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