Relationship Marketing and the Customer Experience

Module summary

Module code: MARK1152
Level: 7
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Module Coordinator(s): Ewa Krolikowska-Adamczyk



The aim of this course is to reflect on the role of relationship marketing as a paradigm, strategy and activity in the changing landscape of marketing. Students will critically examine the key concepts and theories of relationship marketing in various contexts: on and offline, business and customer relationships, dyads and networks. The newer field of experiential marketing will also be introduced and events will be explored as platforms for creating customer experiences and building relationships. Students will be encouraged to relate theory to the practice of managing customer relationships.

Learning outcomes

On successful completion of this course a student will be able to:
1 To critique how relationship marketing has developed as a paradigm, strategy and activity.
2 To assess relationship marketing theory and formulate recommendations on practice based on a critical review of sources.
3 To propose different ways in which customer relationship management may be practiced depending on context and type of relationship.

Indicative content

Relationship marketing theories
Relationship marketing concepts
Relationship marketing strategies
Different types of marketing relationships
Different platforms for managing relationships

Teaching and learning activity

The course content will be taught through lectures, tutorials, student-led presentations, case studies and guest lectures. Face to face learning will be supported by additional material and readings on the Virtual Learning Environment (Moodle). A closed online community will be set up for students to discuss the topics on this course and to share relevant content.


Essay - 100% weighting, 50% pass mark.
Outline Details: Students select from a number of essay topics or agree their own topic with the course leader. 3000 words.

Formative Assessments:
Student-led presentation: Students work in small groups to prepare and deliver a 10 minute presentation based on their reading around the topic presented during the lecture. The presentations will give students the opportunity to research into one of the essay topics.