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[ 973MGDWREMS19 ] SE Relationship Marketing
Versionsauswahl
Es ist eine neuere Version 2022W dieser LV im Curriculum Master's programme Business Informatics 2022W vorhanden.
(*) Unfortunately this information is not available in english.
Workload Education level Study areas Responsible person Hours per week Coordinating university
2 ECTS M1 - Master's programme 1. year Business Administration Arne Floh 1 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites (*)KS Marketing Management
Original study plan Master's programme Management 2019W
Objectives 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.
Subject 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.

Criteria for evaluation Final exam in class, quality of case study solution, case study presentation and discussion
Methods Theoretical and conceptional input, classroom discussions, case study teaching
Language English and French
Study material To be announced
Changing subject? No
On-site course
Maximum number of participants 25
Assignment procedure Assignment according to priority