MNM3RELM: Relationship Marketing

Module code: MNM3RELM

Module provider: Marketing and Reputation; Henley Business School

Credits: 10

Level: Postgraduate Masters Stage 3

When you'll be taught: Full year

Module convenor: Dr Katrin Scherschel, email: k.scherschel@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: No

Talis reading list:

Last updated: 28 May 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

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 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.

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

At least 23 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

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

50% pass mark - “Students need to achieve an overall module mark of 50% to pass this module.”  

Summative assessment

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:

https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmissionpgflexible.pdf

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

Additional costs