[ 973MGDWREMS19 ] SE Relationship Marketing
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| Es ist eine neuere Version 2022W dieser LV im Curriculum Masterstudium Wirtschaftsinformatik 2022W vorhanden. |
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| Workload |
Ausbildungslevel |
Studienfachbereich |
VerantwortlicheR |
Semesterstunden |
Anbietende Uni |
| 2 ECTS |
M1 - Master 1. Jahr |
Betriebswirtschaftslehre |
Arne Floh |
1 SSt |
Johannes Kepler Universität Linz |
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| Detailinformationen |
| Anmeldevoraussetzungen |
KS Marketing Management
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| Quellcurriculum |
Masterstudium Management 2019W |
| Ziele |
The objective of the seminar is to introduce students to the concept of relationship marketing and how it contrasts to other forms of marketing. Emphasis will be placed on understanding both theoretical and conceptional underpinnings, the main concepts, and how this marketing perspective is linked to digital marketing.
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| Lehrinhalte |
The first part of the seminar will focus on understanding the concept of relationship marketing and what it entails. This will include themes such as:
- Understanding the importance of relationship marketing
- Principles of relationship marketing and its link to digital marketing
- Relationship marketing versus transaction marketing
- Effects of relationship marketing
- Process of relationship marketing
- Relationship marketing instruments, including digital ones
- Prerequisites for successful relationship marketing
In the second part of the seminar students are expected to develop and present a case study solution that is based on the acquired knowledge.
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| Beurteilungskriterien |
Final exam in class, quality of case study solution, case study presentation and discussion
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| Lehrmethoden |
Theoretical and conceptional input, classroom discussions, case study teaching
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| Abhaltungssprache |
English |
| Literatur |
To be announced
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| Lehrinhalte wechselnd? |
Nein |
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| Präsenzlehrveranstaltung |
| Teilungsziffer |
25 |
| Zuteilungsverfahren |
Zuteilung nach Vorrangzahl |
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