Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (Evening)
Coordinator(s)Professor Steve Worthington


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: 50%
Examination (2.5 hours): 50%

Chief examiner(s)

Steve Worthington

Contact hours

3 hours class contact or equivalent per week


MBA9006, MKX5461, MKX9160 or MKX9550.