Relationship Marketing

Code:

2MK06

Acronym:

MR

Keywords
Classification	Keyword
CNAEF	Marketing and Publicity

Instance: 2024/2025 - 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	36	Bologna Official Syllabus	1	-	4	28	108

Teaching language

Portuguese

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

1. Introduction to Relationship Marketing
2. Managing Client Relationships
3. Customer Relationship Management
4. Retention Strategies
4.1 Loyalty Programs
4.2 Customer Engagement

Mandatory literature

Wirtz, J., Lovelock, S.; Services Marketing: People, Technology Strategy, World Scientific, 2022. ISBN: 978-1-944659-82-0
Buttle, F., Maklan, S.; Customer Relationship Management: Concepts and Technologies, Routledge, 2019. ISBN: 978-1-138498-25-9
Gummesson, E.; Total Relationship Marketing, Routledge, 2008. ISBN: 978-0-750686-33-4
Wirtz, J.; Managing Relationships and Building Loyalty, World Scientific, 2018
Brodie, R., Hollebeek, L., Conduit, J.; Customer Engagement: Contemporary Issues and Challenges, Routledge, 2017. ISBN: 978-0-815350-73-6

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
Trabalho escrito	60,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Frequência das aulas	21,00
Trabalho escrito	25,00
Estudo autónomo	20,00
Total:	66,00

Eligibility for exams

N.a.

Calculation formula of final grade

• Requirements:

Team case presentation: 60%; Final exam: 40%
Alternatively, students can only take the final exam (100%)