Relationship Marketing PG (11423.3)
Please note these are the 2024 details for this unit
Available teaching periods | Delivery mode | Location |
---|---|---|
View teaching periods | Flexible |
UC - Canberra, Bruce |
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.
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.
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
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 problems2. 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 MarketingEquivalent units
None.Assumed knowledge
None.
Availability for enrolment in 2024 is subject to change and may not be confirmed until closer to the teaching start date.
Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
---|---|---|---|---|---|
2023 | UC - Canberra, Bruce | Semester 2 | 31 July 2023 | Flexible | Dr Johra Fatima |
2024 | UC - Canberra, Bruce | Semester 2 | 29 July 2024 | Flexible | Dr Johra Fatima |
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit
timetable.