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Relationship Marketing (11181.2)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School


Unit Outlines

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  • HKBU Trimester 3, 2019, ON-CAMPUS, HKBU (192560) - View
  • Semester 2, 2019, ON-CAMPUS, BRUCE (184592) - View

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Explores relationship theory to develop strategies, including the utilization of big data, to foster long term customer loyalty and engagement. Relationship marketing combines external and internal marketing to build strong relationships with stakeholders. This unit draws on: foundation of marketing, marketing research, consumer behaviour, to explore how SMEs, multinational businesses, entrepreneurial enterprises, not for profit enterprises and government entities can create value for their stakeholders.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Define the role of relationship marketing as part of a marketing strategy;

2. Critically evaluate approaches that and techniques that are used by businesses in different settings;

3. Identify opportunities that relationship marketing provides to organisations;

4. Show how relationship marketing can create value to stakeholders; and

5. Show the limitations of relationship marketing.

Contact Hours

Three hours of interactive lectures/workshops/tutorials on-campus per week.


11176 Marketing Fundamentals.



Assumed Knowledge


Incompatible Units


Equivalent Units


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