Objectives and competences
• To inform students about contemporary relationship marketing theories and the relation between clasical (traditional) and relational marketing approach.
• Explain students the linkage between relationship marekting concept and customer relationship management (CRM).
• To give and explain the students core theoretical, methodological, and practical approaches in complex marketing research problems solving in the field of relationship marketing.
Transferable/key skills and competences:
• Ability to apply a knowledge in the practice and in the process of solve complex scientific problems.
• Ability to generate new ideas.
• Ability to analyse and synthesize.
• Ability to act in inter-functional working group.
Content (Syllabus outline)
1. Background and theories of relationship
2. The nature of relationship
3. The significance of customer retention
4. Customer loyalty and involvement
5. Customer relationship management (CRM)
6. Electronic relationships
7. External relationships
8. Supplier relations
9. Internal relationships
10. The management of relationships
11. The future of relationship marketing
Learning and teaching methods
? Ex-catedra lectures
? Analysing case studies
? Active group work.
Intended learning outcomes - knowledge and understanding
Development of Knowledge and Understanding
? Knowledge base: has great depth and systematic understanding of a substantial body of knowledge. Can work with theoretical / research knowledge at the forefront of the discipline at peer reviewed standards/ publication quality
? Disciplinary methodologies: has a comprehensive understanding of techniques / methodologies applicable to the discipline (theory or research-based).
Cognitive and Intellectual Skills
? Analysis: with critical awareness, can undertake analysis, managing complexity, incompleteness of data or contradictions in the areas of knowledge
? Synthesis: can synthesise new approaches, in a manner that can contribute to the development of methodology or understanding in that discipline or practice
? Evaluation: has a level of conceptual understanding and critical capacities that allows independent evaluation of research, advanced scholarship and methodologies. Can argue alternative approaches
? Application: can act independently and with originality in problem solving, is able to lead in planning and implementing tasks at a professional or equivalent level
Key / Transferable Skills
? Group working: can lead /work effectively with group.
? Learning resources: is able to use full range of learning resources
? Self evaluation: is reflective on own and others’ functioning in order to improve practice
? Management of information: can undertake innovative research tasks competently and independently
? Autonomy: is independent and self-critical as learner.
? Communication: can communicate complex or contentious information clearly and effectively to specialists / non-specialists, understands lack of understanding in others. Can act as a recognised and effective consultant
? Problem solving: can continue own professional study independently, can make use of others professionally within / outside the discipline.
Practical Skills
? Application of skills: can operate in complex and unpredictable / specialised contexts that may be at the forefront of knowledge. Has overview of the issues governing good practice
? Autonomy in skill use: can act in a professional capacity for self / others, with responsibility and largely autonomously and with initiative in complex and unpredictable situations
? Technical expertise: has technical mastery, performs smoothly with precision and effectiveness; can adapt skills and design or develop new skills / procedures for new situations.
Readings
Obvezna literatura:
1. Godson, M. (2009). Relationship Marketing. Oxford: University Press.
2. Maclaran, P., Saren, M., Stern, B., Tadajewski, M. (2010). The SAGE Handbook of Marketing Theory. London:
SAGE Publications Ltd. Poglavja: 14, 20, 23 in 27.
Dodatna literatura:
3. Buttle, F. (2010). Customer Relationship Management. 2nd ed. Oxford: Butterworth-Heinemann.
4. Hollensen, S. (2010). Marketing Management: A Relational Approach. 2nd ed. Harlow: Pearson Education Ltd.
5. Članki po naboru, ki jih določi nosilec predmeta
Additional information on implementation and assessment Seminar work 60
Written examination 40
Student passes the exam, when each part of the examination is evaluated as positive.
