Relationship Marketing PG (11423.2)
|HECS Bands:||2, 3|
|Faculty:||Faculty of Business, Government & Law|
|Discipline:||Canberra Business School|
UC - Canberra, Bruce
Year Teaching Period Convener Mode of Delivery 2020 Semester 2 DR Johra FATIMA (Ph: +61 2 62068361 ) ON-CAMPUS
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- Semester 2, 2020, ON-CAMPUS, BRUCE (197984) - View
- Semester 2, 2019, ON-CAMPUS, BRUCE (190784) - View
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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.
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.
UC - Canberra, Bruce
- Semester 2, 2020
Three hours of interactive lectures/workshops/tutorials on campus per week.
11181 Relationship Marketing