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Handbooks Courses Units

MKX5660 - Relationship marketing

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Professor Steve Worthington


Caulfield First semester 2008 (Evening)


The relationship marketing model; 'internal marketing' and collaborative work practices; processes for closing the 'service quality gap' including problem solving and opportunity seeking on an on-going basis.


The learning goals associated with this unit are to:

  • define the purposes and scope of the general principles of relationship marketing
  • critically evaluate the techniques used in relationship marketing and to evaluate how these may be applied in organisations
  • analyse the opportunities and challenges that are inherent in implementing relationship marketing
  • discriminate between situations where relationship marketing might be appropriate and where it might not.


Within semester assessment: 100%

Contact hours

3 Hours class contact or equivalent per week.


Students enrolled in course code 3802 (M.Mktg Stream B) have no prerequisites. All other students must have passed MKX9160

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