Monash University Handbook 2010 Postgraduate - Unit

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: 50%
Examination (2.5 hours): 50%

Chief examiner(s)

Steve Worthington

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MBA9006, MKX5461, MKX9160 or MKX9550.