Relationship Marketing

Recommended Prerequisites

No recommended prerequisites although the course of Marketing is important.

Teaching Methods

On this course unit the syndicate work will be stimulated and the lecturing shall be profoundly interactive, evolving the participants on the classes’ animation. During the learning process it shall be aimed that the students might be evolved so that it might correspond to their individual interests, never keeping out of sight the imposed conceptual bases. Always as possible, an eminent practical component shall be given to the lectured subject areas with the evolvement of corporations or real cases. 

Learning Outcomes

To a successful completion of the course, students should be able to:

Have a clear understanding of key elements of relationship marketing.

Acquire the ability to make an assessment of an organisation’s relationships with its key market domains/stakeholders and how to improve them.

Gain an understanding of the key role of CRM in value creation and the pivotal role of the value proposition.

Understand how best to introduce CRM in an organization.

Work Placement(s)

No

Syllabus

Chap 1 – Introduction

Chap 2 – Relationship Marketing from different perspectives

Chap 3 - Relationship Economics

Chap 4 - Experiential Marketing

Chap 5 – Building Loyalty and CRM

Chap 6 - Marketing 3.0

Head Lecturer(s)

Susana Maria Palavra Garrido

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

EGAN, J. - Relationship Marketing – Exploring Relational Strategies in Marketing; Pearson Education;Edinburgh, 2011.

GUMMESON, E. – Total Relationship Marketing; Butterworth-Heineman; Oxford, 2008.

HARWOOD, T.; GARRY, T.; BRODERICK, A. – Relationship Marketing: Perpectives, Dimensions and Context, McGraw Hill, 2008.

KOTLER, P.; KARTAJAYA, H.; SETIAWAN, I. – Marketing 3.0: from products to customers to the human spirit – Actual editora, Hoboken, NJ: Wiley, 2010.