MNM3G024: Relationship Marketing
Module code: MNM3G024
Module provider: Marketing and Reputation; Henley Business School
Credits: 10
Level: 7
When you'll be taught: Full year
Module convenor: Professor Susan Rose, email: susan.rose@henley.ac.uk
Pre-requisite module(s):
Co-requisite module(s):
Pre-requisite or Co-requisite module(s):
Module(s) excluded:
Placement information: No placement specified
Academic year: 2024/5
Available to visiting students:
Talis reading list:
Last updated: 19 November 2024
Overview
Module aims and purpose
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 (e.g., 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 relationships with customers and other stakeholders. Further, next to the theoretical understanding, through the theoretical foundation of the key constructs this module provides tools and frameworks to apply the principles of relationship marketing in practice.
Module learning outcomes
1. Discuss relationship marketing theory across different stakeholder groups.
2. Apply concepts and tools of relationship marketing.
3. Analyse and evaluate an existing relationship from a relationship marketing perspective.
Module content
This module has two main foci. First, we examine relationship marketing from a theoretical perspective by regarding the theoretical background of relationship marketing and its concepts, by examining the paradigm shift which led to its existence and by considering the wider role of relationships in marketing. Second, we focus on the practical application of relationship marketing. This includes the analysis, development and implementation of relational strategies but also the examination of benefits and challenges of relationship marketing.
Structure
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.
PowerPoint presentations
Appropriate use of learning technologies where relevant
Interactive Q&A
IWork based learning opportunities.
Problem solving opportunities.
The contact hours are shown for one semester in the table below for illustrative purposes only. The actual timing will vary depending on your cohort start date.
Study hours
| Scheduled teaching and learning activities | Semester 1 | Semester 2 | Summer |
|---|---|---|---|
| Lectures | 7 | ||
| Seminars | |||
| Tutorials | |||
| Project Supervision | |||
| Demonstrations | |||
| Practical classes and workshops | |||
| Supervised time in studio / workshop | |||
| Scheduled revision sessions | |||
| Feedback meetings with staff | |||
| Fieldwork | |||
| External visits | |||
| Work-based learning | |||
| Self-scheduled teaching and learning activities | Semester 1 | Semester 2 | Summer |
|---|---|---|---|
| Directed viewing of video materials/screencasts | 23 | ||
| Participation in discussion boards/other discussions | |||
| Feedback meetings with staff | |||
| Other | |||
| Other (details) | |||
| Placement and study abroad | Semester 1 | Semester 2 | Summer |
|---|---|---|---|
| Placement | |||
| Study abroad | |||
| Independent study hours | Semester 1 | Semester 2 | Summer |
|---|---|---|---|
| Independent study hours | 70 |
Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.
Semester 1 The hours in this column may include hours during the Christmas holiday period.
Semester 2 The hours in this column may include hours during the Easter holiday period.
Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.
Assessment
Requirements for a pass
Students need to achieve an overall module mark of 50% to pass this module.
Summative assessment
| Type of assessment | Detail of assessment | % contribution towards module mark | Size of assessment | Submission date | Additional information |
|---|---|---|---|---|---|
| Written coursework assignment | Independent Report | 100 | 3500 (+20%/-10% | Submission deadlines are provided in your cohort schedule or can be found on Canvas |
Penalties for late submission of summative assessment
This module is subject to the Penalties for late submission for Postgraduate Flexible programmes policy, which can be found at:
The Module Convenor will apply the following penalties to work submitted late:
- where the piece of work is submitted up to one calendar month after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark;
- where the piece of work is submitted more than one calendar month after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.
Formative assessment
Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.
Reassessment
| Type of reassessment | Detail of reassessment | % contribution towards module mark | Size of reassessment | Submission date | Additional information |
|---|---|---|---|---|---|
| Written coursework assignment | Independent Report | 100 | 3500 | RE-submission deadlines date depends on cohort start date and is provided by MC, tutor or adminstrator |
Additional costs
| Item | Additional information | Cost |
|---|---|---|
| Computers and devices with a particular specification | ||
| Printing and binding | ||
| Required textbooks | ||
| Specialist clothing, footwear, or headgear | ||
| Specialist equipment or materials | ||
| Travel, accommodation, and subsistence |
THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.