MKX5660 - Relationship marketing

Leader(s): Professor Steve Worthington

Offered

Caulfield First semester 2009 (Evening)

Synopsis

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.

Objectives

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.

Assessment

Within semester assessment: 100%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKX9160 or students enrolled in course 3802 have no prerequisites.