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Historically, business approaches have been almost exclusively focused on the marketing mix itself, especially for product-related exchanges. As a result, the customer at the centre of the framework became an almost forgotten concern for many marketers. (Customer) Relationship Marketing focuses on the importance of establishing, maintaining, enhancing, reactivating, and if necessary terminating, customer relationships. Students will strategically evaluate and critique current traditional marketing and management strategies in terms of their customer focus. The class format involves a mix of class lectures and discussions, case analyses and presentations, best practice discussions, and individual assignments. Students will enhance their learning through group work and in-class presentations as well as individual research projects. The sessions are interactive, stimulating student thinking and critical review.
It is anticipated that students who successfully complete this course will:Have gained an understanding of the basics of (Customer) Relationship Marketing.Be able to differentiate the components of a Relationship Marketing lifecycle and model.Comprehend how to implement a Relationship Marketing strategy.Have gained knowledge to steer a Relationship Marketing project.Have enhanced their team working skills by presenting group research findings and verbally defend recommendations.Have enhanced their report writing skills on a topic using an appropriate structure, correct spelling, correct grammar and correct referencing.Have improved their analytical thinking and problem-solving skills to address specific Relationship Marketing problems.
(1) MKTG201; and (2) MKTG202; and (3) MKTG204
MGMT310
Joerg Finsterwalder
Prof. Dr. Bo Edvardsson
Email Bo Edvardsson
Report writing skills are required for this course!The various pieces of assessment may be scaled to determine a final grade and 50% should not be regarded as a pass mark.
All readings will be provided on LEARN.
MKTG310S1S1 Course Outline LEARN
Departmental Academic Policies The Department assumes that you have read this document.You should also read the General Course and Examination Regulations Dishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.Coversheets - Group and Individual
Domestic fee $709.00
International fee $3,063.00
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .