Relationship Marketing

• Credit value: 15 credits at Level 7
• Convenor: Dr Benedetta Crisafulli
• Prerequisites: please note that the module Principles of Marketing is for non-marketing students and is a prerequisite for all specialist marketing modules
• Assessment: a 3000-3500-word individual report (100%)

Historically, companies have been almost exclusively focused on the marketing mix framework, especially for product-related exchanges. The idea of the customer being the centre of the framework has only gradually been recognised as a key driver of profitability. The advent of relationship marketing induced a paradigm shift in marketing from attracting customers into transactions towards establishing and maintaining long-term, profitable relationships with them (hence the use of the wording Customer Relationship Management - CRM), and more recently, towards building experiences (we nowadays talk about Customer Experience Management - CXM - and customer centricity). Companies have realised that customers represent a lifetime income stream, thus a key objective of marketing is to establish, develop and maintain profitable customer relationships.

This module covers fundamental concepts and frameworks helping companies to build, manage and nurture long-term, profitable relationships with customers. The delivery of the module is based on inquiry-based learning, with weekly sessions structured around case study analysis and practical, hands-on exercises. The module is also complemented by a guest lecture from a senior marketing professional.

By the end of this module, you will:

• understand the managerial relevance of key concepts related to CRM and CX
• be able to apply CRM/CX concepts and frameworks in decision-making
• appreciate key challenges faced by marketing in developing and implementing CRM and CX strategies
• have developed reflective, teamwork and leadership skills through assessment and group work.