Teaching Methodologies
Lectures and tutorials, addressing the recent theoretical developments, set within the current business practice. Powerpoint slides will be available to students in advance. Several articles on Relationship Marketing will be available for reading and further discussion in class.
Learning Results
The context of relationship marketing: marketing one-to-one, permission marketing, viral, experiential marketing and emotions. Relational Management of stakeholders. Customer Loyalty. Lifetime value and strategic value of the customer. Implementation of a policy of relationship marketing.
Program
Introduction to Relationship Marketing (RM)- Criticisms of traditional marketing. Characteristics and Drivers of RM. Planning RM programmes. Key account management (KAM). Customer relationship management I (CRM).
Customer relationship management II. Implementing RM programmes: strategy, structure and systems.
Monitoring and controlling relationships. Ethical considerations in RM. Not-for profit RM.
Internship(s)
NAO
Bibliography
Relationship Marketing, Perspectives, dimensions and context, Tracy Harwood, Tony Garry and Anne Broderick, McGraw-Hill, 2008.
Relationship Marketing, Exploring relational strategies in marketing, John Egan, Prentice Hall, 2nd ed., 2004.
Managing Business Relationships, David Ford, Lars-Erik Gadde, Hakan Hakansson, Ivan Snehota, Wiley, 2nd ed., 2005
Relationship Marketing, Management of customer relationships, Manfred Bruhn, Prentice Hall, 2nd ed., 2005
Strategic Market Relationships, From strategy to implementation, Bill Donaldson, Tom O’Toole, John Wiley & Sons, 2008