Relationship Marketing PG (11423.3)

Please note these are the 2023 details for this unit
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Relationship Marketing PG
Available teaching periods Delivery mode Location
View teaching periods On-Campus
 Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Post Graduate Level Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
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 and synthesise the limitations of relationship marketing;
3. Evaluate and recommend opportunities that relationship marketing provides to organisations; and
4. Investigate and report how relationship marketing can create value to stakeholders.


Graduate attributes

1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings


Prerequisites

None.

Corequisites

None.

Incompatible units

11181 Relationship Marketing

Equivalent units

None.

Assumed knowledge

None.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2024 Bruce, Canberra Semester 2 29 July 2024 On-Campus Dr Johra Fatima
Not available

Required texts

Beltman R. and Peelen, E. (2013), Customer Relationship Management, 2nd edition, Pearson publisher. 

A range of materials on contemporary issues in relationship marketing will be provided in due time and will be accessible via reading list on Canvas site. 

Submission of assessment items

Extensions & Late submissions

Due dates for assessment

All assignments are required to be submitted by the due date. 

 In this unit the following practice will be followed:

  • 5% of the total marks allocated for that item of assessment will be deducted for each day the assessment is overdue.
  • Late assessment submitted more than 7 days after the prescribed date and time will not be accepted for marking. In this case a student will not receive any marks for the relevant piece of assessment.

If for any reason you are unable to do an assignment by the due date you must submit, to the lecturer, a request for an extension in writing before the due date (unless impossible) setting out in detail the genuine and exceptional reason for requesting the extension. If there is a medical or counselling reason for the extension request it must be accompanied by a medical or counselling certificate which clearly states:

  • that you were unfit to complete the assignment;
  • the date of the medical or counselling consultation; and
  • the period for which you were / are / will be unfit to complete the assignment.

Special assessment requirements

N/A

Academic integrity

Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.

To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.

Use of Text-Matching Software

The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.

Learner engagement

Enthusiastic engagement is expected from students' part. Teaching team will provide best effort to maximize student learning. We need to have good relationship to understand relationship marketing. 

Inclusion and engagement

If you need any special support, contact with lecturer directly. 

Participation requirements

Class participation is required for tutorials, otherwise, students will lose mark for that particular tutorial. To pass this unit, each student needs to get at least 50% of marks in total. 

Required IT skills

Students are expected to have word processing skills, be able to use browsers and be able to research on-line using the university's data bases. SPSS training will be provided by lecturer, no need to have any prior experience. 

In-unit costs

N/A

Work placement, internships or practicums

N/A