Postgraduate - UnitMKF5660 - Relationship marketing

This unit entry is for students who completed this unit in 2014 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

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

Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2014 (Evening)
Coordinator(s)	Mr Ves Bogdanovich

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.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Dr Margaret Matanda

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prerequisites

Students must have passed one of the following before undertaking this unit: MBA9006, MBA5906, MKX5461, MKF5461, MKX9160, MKF5916, MKX5955 or MKX9550.

Prohibitions

MKX5660