Relationship Marketing

Code:

2MK06

Acronym:

MR

Keywords
Classification	Keyword
CNAEF	Marketing and Publicity

Instance: 2016/2017 - 2S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Marketing

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MARKT	34	Bologna Official Syllabus	1	-	4	28	108

Teaching language

Suitable for English-speaking students

Objectives

This course introduces students to the central principles of Relationship Marketing. The aim is for students to understand the concept of Relationship Marketing and to learn about Relationship Marketing implementation from theory and from examples of best practices.

Learning outcomes and competences

The learning outcome of this course is to provide students with a clear understanding of Relationship Marketing. Students are expected to gain the ability to make an assessment of an organization’s relationships with its key market domains and how to improve them.

Working method

Presencial

Program

In this course you will learn:

· The evolution of Relationship Marketing: including key concepts, customer lifecycle, and relationship typology.

· Marketing strategies: including segmentation strategies, marketing strategies along the customer lifecycle (acquisition – development – retention – dissolution) and loyalty/reward programs.

· CRM strategy: including the role of CRM in creating value, implementing a CRM strategy and capabilities required for effective CRM.

Mandatory literature

Buttle, F. (2004); Customer Relationship Management: Concepts and Tools
Christopher et al. (2002; Relationship Marketing: Creating Stakeholder Value
Gummesson , E.(2002); Total Relationship Marketing

Teaching methods and learning activities

This course will include a combination of lecture, discussion, and case study analysis. Class discussion is encouraged not just on cases, but also on the concepts being covered in lectures as well. Besides describing tools and concepts, classes will emphasize the application of these ideas in practical contexts and the identification of best practices from the business world. 

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	40,00
Participação presencial	10,00
Trabalho escrito	50,00
Total:	100,00

Calculation formula of final grade

Requirements:

Class participation: 10%

Team case presentation: 50%

Final exam: 40%