IBM530 : Introduction to International Business 1

UNIVERSITI TEKNOLOGI MARA

COURSE INFORMATION
Code : MKT 663
Course : Relationship Marketing
Credit Unit : 3
Contact Hours : 4
Course Status : Core
Prerequisite : None
Lecturer : Muhammad Sazri Khamis
Office : Room A2 3019 Bangunan Akademik 2
UiTM Kampus Sungai Petani
Contact No. : 04-4562524( Off) / 019-4572858
Email Address : msazri892@kedah.uitm.edu.my

A. OBJECTIVES
Upon completion of this course, students should be able to:-
1. Appreciate the integration of customers, suppliers, and the internal markets in relationships
marketing
2. Apply concepts in relationship marketing to form a strong competitive advantage
3. Adopt a relationship marketing approach in monitoring service quality performance.

B. SYLLABUS CONTENTS

No. Chap. Topic Week

1. 1.  Relationship Marketing : Key Concepts

1-2
1.1 The evolution of Relationship Marketing
1.2 The Expanded Marketing Mix
1.3 Relationship marketing : A broader view
2. 2.  Developing A Relationship Strategy
3-4
2.1 The Strategic Process
2.2 Internal marketing
2.3 External Marketing
2.4 Service Quality Management System
3. 3  Quality as a competitive Advantage
5-6
3.1 Quality Gaps
3.2 Understanding Quality Dimension
3.3 Quality Management

TEST 1
4. 4  Monitoring to Quality Performance

Jabatan Pengurusan Perniagaan , 2010

IBM530 : Introduction to International Business 2

4.1 Competitive Benchmarking 7-8

5. 5  Transition to Quality Leadership
9 - 10
5.1 Strategic Intent
5.2 Leading the Change
5.3 The Role of Facilitators
6. 6  Managing Relationship Marketing
11 - 12
6.1 The Service Delivery System
6.2 Service Quality Management
6.3 Service Quality Control
6.4 Customer Order Management
6.5 Customer Retention Management
6.6 Total Relationship Marketing-Future.
6.7 Directions of Relationship Issues in Marketing

TEST 2
PROJECT PAPER PRESENTATION 13-14

FINAL EXAMINATION

TEACHING METHODOLOGY

Lectures & Tutorials and Quizzes

ASSESSMENT

Quiz/Test 1 : 10%
Test 2 : 10%
Individual Assignment : 10%
Project Paper/Group : 20%
Final Examination : 50%
Total : 100%

MAIN TEXTBOOK

Christopher, M.,Payne, A..and Ballantyne,D.(1994). Relationship Marketing, Oxford, Butterworth-

Heinemann

SUPPLEMENTARY TEXTBOOK

1. Peck,H.,Payne,A.,Christopher,M.andClark,M.(1999). Relationship Marketing: Strategy and

Implementation, Oxford,Butterworth-Heinemann.

Jabatan Pengurusan Perniagaan , 2010