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Session: 2009/2010 Course Code: MARK-1139 Course Title: Relationship Management Level: 2 Credits: 15

Aims
Relationship management, the development of mutually beneficial longer-term relationships between suppliers and customers, is now being widely accepted as the future direction for marketing. It enhances the traditional short-term focus on customer acquisition. A body of relationship management theory is now developing as companies begin to experiment with relationship management strategies across the supply and value chain. This course will encompass developments in customer relationship management and its delivery through a range of systems and techniques embodied within the database and direct marketing discipline. We will consider the implications of emerging technologies and new media on relationship management and direct marketing. The purpose of this course is: To enable students to appreciate the development of the relationship management paradigm. To encourage managers to consider the importance of developing marketing strategies that span the value chain. To introduce students to the scope, purpose and key characteristics of CRM systems. To enable the student to develop coherent and CRM plans that reflect strategic and tactical dimensions. To appreciate the impact of emergent technologies and media on relationship management and marketing practice.

Learning Outcomes
A. Knowledge and understanding of: Critically evaluate the relationship management paradigm. Write and build strategic and operational CRM plans. Understand and apply the varying marketing approaches at different stages of the relationship cycle. Undertake design and measurement of relationship marketing campaigns. B. Intellectual Skills: Be able to reflect on and debate contemporary theory relating to relationship management. Be able to present coherent argument in support of an intellectual position. Be able to synthesise information and theory from a range of sources. B1. Breadth of Outlook: CRM?s strategic role in a wide variety of organisational contexts including B2B and B2C markets. Consider the ethical position of managers and their responsibilities in the practice of relationship management. B2. Wisdom: Work cooperatively and effectively with colleagues in the development of strategic relationship management solutions. Demonstrate an appreciation of the legislation and codes of practice which govern CRM. B3. Personal Effectiveness: Be able to present persuasively, debate verbally and present ideas in writing. To manage a collaborative learning relationships with peers and academic staff. C. Subject Practical Skills: Develop strategic CRM plans. Awareness of key database packages and proprietary software for CRM. D. Transferable Skills: D1. Critical Thinking: Students will be able to evaluate alternative strategies and critically assess the relationship management paradigm. D2. Information Management: Students will be able to access, collate, analyse and apply relevant sources of information to evaluate and inform CRM programmes. D3. Communication Skills:

Students will be able to present verbally and in writing and critical review of CRM in a defined context.

Indicative Content
What is relationship management. Theories and systems of relationship and interactive marketing. The loyalty concept. B2B versus B2C. Logistics and supply chain issues. E commerce. Analysis phase of relationship management. Strategic focus. Retention and acquisition. Budgeting and Controls. Future directions.

Teaching & Learning Activity


The course will be delivered through a combination of formal input through the use of lectures and tutorial group activity. Through the lecture programme students will be equipped to interpret critically and apply a wide range of interactive and CRM theory and methods. These will be applied at strategic and tactical level. Tutorials will give students the opportunity to develop associated skills including critical evaluation of research papers. Specific learning and teaching activities include: Lectures, Class discussions and exercises, Seminar presentations, Primary research, Individual assessment paper, Group seminar.

Assessment
Individual Assignment - 70% 3000 words. The role and application of CRM based on a specific case study. Seminar Presentations - 30% 15-20 minutes. Group presentation of journal articles and/or case studies. Minimum pass mark - 40%

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