| Category | Coursework | Subject | Marketing |
|---|---|---|---|
| University | .......... | Module Title | Relationship Marketing |
Coursework for this module is split into two pieces. The first part of the work will assess your ability to contextualise the subject and the second will be to assess your ability to apply it. The weighting of marks between the two parts will be 30% (first part) 70% (second part) with an overall mark of 50% required to pass the module.
The first part will include an element of formative assessment (i.e., it will guide you how to do better in the second part) as well as summative. The second part will be summative for this module.
Using a range of current marketing theory, you are required to outline what 'relationship marketing' (RM) is, and how it differs from 'transaction marketing' (TM). You should support your work with examples and critically assess where a 'RM' approach, or a 'TM' approach might be more appropriate. You are expected to read widely in order to give your answer depth and create arguments around the concepts of RM and TM. Your work should be supported by full academic referencing using the APA style of Harvard Referencing.
Taking an organisation with which you are familiar, identify and evaluate a variety of existing and/or potential relationships and the opportunities and challenges which these present to the organisation. On the basis of your findings recommend actions that will enable the organisation to develop a full Relationship Marketing strategy, in MSc International Marketing order to facilitate the effective management of long term, profitable, customer relationships.
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