RELATIONSHIP MARKETING

About this Course

This course introduces the basic concepts of relationship marketing. It stresses the importance of relationship marketing as a tool in managing services and building relationships with the various stakeholders. Students are introduced to the links between relationship marketing with customer service and quality management. Students are also exposed to the critical elements in relationship building concerning the external market which includes the customers, suppliers, and other business networks. It also highlights the importance of internal marketing efforts involving the staff in improving marketing performance.

Course Learning Outcomes

1) Explain the development and basic concepts of relationship marketing. (PLO1)
2) Demonstrate written communication skills with diverse stakeholders in relationship marketing.(PLO5)
3) Apply various approaches in building relationships with various stakeholders. (PLO2)

Course Syllabus

+ Course Syllabus

1) Relationship Marketing: Basic Concepts
2) Quality as a competitive advatange
3) Total Quality Management
4) Building Marketing Relationship: The Six Markets Model
5) Managing Customer Relationships
6) Managing the Internal/Employee Market
7) Managing Suppliers and Other External Markets
8) Relationship Marketing: Issues and Future Trends

Frequently Asked Questions

Q1 : Why do we need to learn Relationship Marketing?
A1 : Able to relate relationship marketing with customer service and quality management.