MKF5660 - Relationship marketing - 2017

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

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

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Mr Ves Bogdanovich

Not offered in 2017

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: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)

Prerequisites

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

Prohibitions

MKX5660