MNM3RELM-Relationship marketing

Module Provider: Marketing and Reputation
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Autumn / Spring / Summer module
Non-modular pre-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Dr Georgiana Grigore

Type of module:

Summary module description:

Relationship marketing has become a key strategic element as companies face increased global competition and fast changing traditional, electronic and mobile business environments. Relationship marketing is often perceived as only applying to the customer supplier dyad; however all relationships (supplier, employer, government, the media) are important and can provide far reaching implications for adding or restricting value into the network of customers and markets. An understanding of how to manage relationships with all relevant stakeholder groups is critical in today’s networked world.


This module defines relationship marketing and its key components and develops the understanding and application of the specific principles used to develop strong customer relationships with customers and other markets. It provides the theoretical foundation of the key constructs and provides the programme member with tools and frameworks to apply their learning to their own organisation or an organisation with whom they work closely.

Assessable learning outcomes:

  • Examine the tenets of relationship marketing from the theoretical, conceptual and practical perspectives.

  • Identify the key drivers which have moved the focus of marketing from a transactional basis to a relationship foundation.

  • Analyse and evaluate existing relationships using the tools of relationship marketing.

  • Understand the significance of relationships not just with customer groups, but with other relevant stakeholder groups.

Additional outcomes:

  • Effectively organize, plan, and work towards the completion of their studies.

  • Understand and apply the principles of critical analysis.

  • Communicate their analysis effectively through a written report.

  • Appropriately apply marketing theory into practice.

Outline content:

  • Stakeholder relationships: The nature of stakeholder relationships and the specific conditions such as trust, mutual consent, etc. that create positive and/or negative relationships are examined. Theoretical bases for RM are compared.

  • RM strategies: Frameworks to help identify possible relationship strategies, and the significance of organisational issues are examined.

  • Management of RM: Practical t ools and techniques for analysis, planning and ongoing management of RM are provided.  The six markets model provides a framework for analysing relationships with different stakeholder groups.

  • Implementing relational strategies: Identifying potential barriers to implementing relational strategies, and risks in RM are considered.

Brief description of teaching and learning methods:

The primary learning transmission will be through self-study.  Participants will receive learning materials online, which will consist of a study guide and a practice application document.  An assignment brief will also be provided.

Contact hours:
  Autumn Spring Summer
Guided independent study:      
    Wider reading (independent) 30
    Wider reading (directed) 30
    Preparation of practical report 30
    Reflection 10
Total hours by term 0 0
Total hours for module 100

Summative Assessment Methods:
Method Percentage
Written assignment including essay 100

Summative assessment- Examinations:

There is no examination for this elective.

Summative assessment- Coursework and in-class tests:

The assignment comprises an individual written report of approximately 3,500 words. The report provides the programme member with the opportunity to take some of the concepts and frameworks discussed in the online Study Guide, and to apply these to a specific question relating to relationship marketing in their organisation.

Formative assessment methods:
Not applicable.

Penalties for late submission:

These are in accordance with the programme specification.

Assessment requirements for a pass:
The pass mark for the individual assignment is 50%

Reassessment arrangements:

Reassessment by 100% assignment (capped at 50%); to be submitted within 6 weeks of notification of module failure, date dependent on cohort entry and to be advised by the Programme Administrator.

Additional Costs (specified where applicable):

Last updated: 13 May 2021


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