Relationship Marketing PG (11423.3)

Please note these are the 2026 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.
Availability for enrolment in 2026 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
2025 Bruce, Canberra Semester 2 28 July 2025 On-campus Dr Johra Fatima
2026 Bruce, Canberra Semester 2 10 August 2026 On-campus 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.

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 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. To pass this unit, a students needs to get 50% overall.

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

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

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% marks overall. 

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. 

In-unit costs

N/A

Work placement, internships or practicums

N/A

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