Perform new course search

Search Filter

Relationship Marketing PG (11423.2)

Level: Postgraduate Level
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School

Availability

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 (197984) - View
  • Semester 2, 2019, ON-CAMPUS, BRUCE (190784) - 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.

Syllabus

You will explore relationship marketing theory to develop effective marketing strategies, including the utilisation 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 the foundations of marketing, marketing research, and consumer behaviour to explore how SMEs, multinational businesses, not for profit organisations and government entities can create value for their stakeholders.

This unit may be co-taught with the undergraduate unit 11181 Relationship Marketing.

Learning Outcomes

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

1. Examine and evaluate the role of relationship marketing as part of a marketing strategy;

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

3. Evaluate and recommend opportunities that relationship marketing provides to organisations;

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

5. Critically evaluate and synthesise the limitations of relationship marketing; and

6. Produce a research report applying theoretical foundations of relationship marketing to a business situation.

Assessment Items

Contact Hours

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

Prerequisites

None.

Corequisites

None.

Assumed Knowledge

None.

Incompatible Units

11181 Relationship Marketing

Equivalent Units

None.


Print this page
ApplyEnquire
Why choose UC

Perform new course search

Search Filter

Frequently Asked Questions