[ 973MGDWREMS19 ] SE Relationship Marketing

Workload Education level Study areas Responsible person Hours per week Coordinating university
2 ECTS M1 - Master's programme 1. year Business Administration Christoph Teller 1 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites KS Marketing Management
Original study plan Master's programme Management 2022W
Objectives This course aims to:

  • Cover the key concepts of RM and CRM and related topics, including services marketing, and focuses on a case study, problem solving approach and aims to:
  • Enable current and future managers and in particular, Marketing Managers to be able to understand and successfully implement key elements of a RM and CRM strategy so that small, medium and large organisations can flourish and gain competitive advantage.
  • Provide students with a theoretical and practical knowledge of the concept and process of customer relationship management based on the economics of undertaking a strategic approach to RM.
  • Examine and critically analyse key concepts of RM such as: Customer retention, churn, customer analysis, targeting, acquisition; developing a dialogue with customers’ through customer loyalty; lifetime value with a view to increased profitability and sustainability.

Learning outcomes:

On successful completion of this course, the students will be able to:

  • LO1: Appreciate the scope and character of relationship marketing in today's dynamic markets. [subject knowledge skills]
  • LO2: Synthesise knowledge of relationship marketing strategy, relationship marketing operations and analytics and apply concepts to national and international case studies. [transferable and cognitive/analytical skills]
  • LO3: Demonstrate the ability to formulate and present a concise relationship marketing report. [professional/practical skills]
Subject Indicative content in the context of relationship marketing includes:

  • Concepts of relationship marketing
  • Models and approaches to RM
  • Loyalty, retention and churn
  • Role of customer service and quality in RM
  • CRM and RM
  • Capture of data and database Management
  • Aspects of social responsibility in RM
  • Digital activity and RM
  • Need for planning for RM
Criteria for evaluation
  • Participation and engagement (20 % - individual)
  • Case study presentation (40 % - group)
  • Coursework 2,000 words (40 % - individual)
Methods The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives.

In addition to self-directed learning, the teaching and learning methods include formal lecture and tutorial, use of case studies and seminar exercises.

Study material Compulsory reading: Fader, Peter; Customer Centricity, Wharton Digital Press (ISBN: 9781613630167)

Fader, Peter; Toms, Sarah; The Customer Centricity Playbook, Wharton Digital Press (ISBN: 9781613630907)

Kotler, Philip, Keller, Kevin Lane, Chernev, Alexander (2022): Marketing Management. Global/16th Edition. Person: Harlow (England).

Supplementary Reading; Details of relevant journal articles and useful web sites will be provided throughout the teaching of the course.

Other materials can be retrieved from Moodle and/or will be announced in class.

Changing subject? No
Further information none
On-site course
Maximum number of participants 25
Assignment procedure Assignment according to priority