Relationship Marketing PG (11423.3)

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.