Postgraduate - UnitMKX5660 - Relationship marketing

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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Level	Postgraduate
Faculty	Faculty of Business and Economics
Offered	Caulfield First semester 2012 (Evening)
Coordinator(s)	Professor Steve Worthington

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.

Outcomes

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.