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 |
Availability
-
UC - Canberra, Bruce
Year Teaching Period Convener Mode of Delivery 2021 Semester 2 DR Johra FATIMA (Ph: +61 2 62068361 ) FLEXIBLE
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Unit Outlines
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- 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
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Syllabus
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.
Prerequisites
11176 Marketing Fundamentals.
Corequisites
None.
Assumed Knowledge
None.
Incompatible Units
None.
Equivalent Units
None.
Referenced Courses
- MGB106 Bachelor of Business (Marketing)
- MGAR03 Bachelor of Business/ Bachelor of Arts
- MGIT03 Bachelor of Business/ Bachelor of Business Informatics
- MGAR01 Bachelor of Business/ Bachelor of Communication and Media
- MGAR02 Bachelor of Business/ Bachelor of Design
- MGSC03 Bachelor of Business/ Bachelor of Laws
- MGSC02 Bachelor of Business/ Bachelor of Science in Psychology
- MGIT02 Bachelor of Business/ Bachelor of Information Technology
- SCMG01 Bachelor of Politics and International Relations/ Bachelor of Business