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.
Not offered in 2019
Students must have passed one of the following before undertaking this unit: MBA9006, MBA5906, MKX5461,, MKX9160, MKF5916, MKX5955 or MKX9550.
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.
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.
Within semester assessment: 50% + Examination: 50%
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