units

MKX5660

Faculty of Business and Economics

Monash University

Postgraduate - Unit

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.

print version

6 points, SCA Band 3, 0.125 EFTSL

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

LevelPostgraduate
FacultyFaculty of Business and Economics
OfferedCaulfield 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:

  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)

Professor Steve Worthington

Contact hours

3 hours per week

Prerequisites

MBA9006, MKX5461, MKX9160 or MKX9550.