Monash University Handbook 2011 Postgraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

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:

1. define the purposes and scope of the general principles of relationship marketing
2. critically evaluate the techniques used in relationship marketing and to evaluate how these may be applied in organisations
3. analyse the opportunities and challenges that are inherent in implementing relationship marketing
4. 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 per week

Prerequisites

MBA9006, MKX5461, MKX9160 or MKX9550.