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Relationship Marketing (11181.2)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 3
HECS Bands:

Band 3 2013-2020 (Expires 31 Dec 2020) Band 4 2021 (Commenced After 1 Jan 2021) Band 5 2021 (Commenced Before 1 Jan 2021)

Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School


Possible changes to your unit's learning activities and assessment items

For the remainder of 2020, resulting from Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, any exams that are required for assessment in a unit will be online exams. Online exams may also use online proctoring to help assure the academic integrity of those exams. Please contact your unit convener with any questions.

While the University has made efforts to ensure that Unit Outlines reflect a unit’s learning activities and assessment items, any changes to Australian Government directives because of the COVID-19 pandemic may require changes to these during the semester to ensure the safety and well being of students and staff. These changes will not be updated in the published unit outline, but will be communicated to you via your unit’s UCLearn(Canvas) teaching site. Any changes made will continue to meet the unit’s learning outcomes, as described in the Unit Outline.

Unit Outlines

To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

  • Semester 2, 2020, ON-CAMPUS, BRUCE (197942) - View
  • HKBU Trimester 3, 2019, ON-CAMPUS, HKBU (192560) - View
  • Semester 2, 2019, ON-CAMPUS, BRUCE (184592) - View

If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.


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.

Assessment Items

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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