SUSTAINABLE RELATIONSHIP MARKETING

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1. Apply critical analysis and evaluation to SRM concepts drawn from published research, identifying new approaches and practice in a wide range of situations.

2. Creatively apply relationship marketing within a variety of organisational contexts that extend beyond traditional business scenarios.

3. Interrogate the philosophical, strategic and tactical role of sustainable relationship marketing within these contexts.

4. Critically interpret the role of value, values, social business and social marketing in sustaining relationships

critical analysis of an appropriate case study organization drawing on a range of theories and practice (professional format report and Harvard referencing requested).

The case study will allow the students to apply learning within the context of an organisation of their choice. It will address key issues such as the influence of an organisation’s values on its strategy and the subsequent effect on the relationship with its stakeholders, although some relationships may be more developed than others. The case study will allow the students to examine the current strategy and propose suggestions for an effective sustainable relationship marketing strategy.

Formative assessment: Students will be asked to choose their case study organisation and present their ideas part way through the unit delivery. They will also be provided with opportunities to discuss their work during the completion of the assessment (tutorial).

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