Courses Master Display 2013-2014

Course Description To PDF
Course title Relationship Management
Course code EBC4076
ECTS credits 6,5
Assessment None
Period Start End Mon Tue Wed Thu Fri
1 2-9-2013 25-10-2013 X/E X/E
Level Advanced
Coordinator Gaby Odekerken-Schröder
For more information:
Language of instruction English
Relationship marketing refers to all marketing activities directed toward establishing, developing, and maintaining successful relational exchanges. The focal objective of this course is to provide you with state-of-the art knowledge on the strategic role of relationship management in online and offline business-to-business as well as business-to-consumer settings in a national and international context. You learn concepts and frameworks that are useful for developing successful relationship management strategies. In addition, you develop skills for identifying managerial issues, finding alternative ways to deal with those issues, and evaluating alternative plans of action. Finally, you strengthen a broad range of skills including, time management, presentation, writing, feedback, analytical, communication and leadership skills.
It is commonly accepted that the genuine aim of businesses is to establish and maintain mutually beneficial relationships with different types of selected partners. Despite the recognized importance of sustaining long-term relationships, the role relationship marketing plays in modern management largely differs across contexts. This course is designed to contrast innovative developments in the scientific research arena to exciting challenges faced by contemporary managerial practice. You will gain knowledge about topics such as selection criteria for choosing marketing partners, relationship life cycle, relationship strategies, customisation, and relationship dissolution. The course offers you the opportunity to learn about customers and other parties as potential relationship partners and to familiarise yourself with very recent relational strategies targeted at different stakeholders. In addition, you are challenged to develop a marketing plan for a real-life company playing an integral role in this course. You will get the opportunity to meet professionals and discuss company problems, and different student teams compete for the best marketing plan which is awarded by the focal company. This collabouration with real relationship managers gives you an excellent opportunity to bridge the gap between scientific research and current management practice.
State-of-the art literature published in the leading marketing journals. A detailed literature list will be available online (Eleum) at the section course material / group meetings.
All students who are admitted to the Master of Science in International Business can follow this course. Exchange students with a Bachelor degree in Business, or with another Bachelor degree, including a minor in Marketing are admitted too.
An advanced level of English
Teaching methods (indicative; course manual is definitive) Presentation / Lecture / Assignment / Groupwork
Assessment methods (indicative; course manual is definitive) Final Paper / Participation / Written Exam
Evaluation in previous academic year For the complete evaluation of this course please click "here"
This course belongs to the following programmes / specialisations
Master Business Research IB Electives
Master Business Research Track OR IB Electives
Master Human Decision Science Electives
Master International Business Track Accountancy Electives
Master International Business Track Controlling Electives
Master International Business Track Entrepreneurship Electives
Master International Business Track Finance Electives
Master International Business Track Organisation Electives
Master International Business Track Strategic Marketing Strategic Marketing
Master International Business Track Strategy and Innovation Electives
SBE Exchange Master Master Courses
SBE Non Degree Courses Master Courses