Module code: MANM021

Module Overview

The module has two distinct elements, firstly the principles of relationship marketing are covered, and secondly the industry specific application of relationship marketing is analysed. The module also focusses on real business scenarios providing the students with an opportunity to facilitate 'real life' decision-making, particularly within a digital environment, and enhances a wide range of study skills, such as independent research, analytical skills as well as critical thinking.

Module provider

Surrey Business School

Module Leader


Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code: N500

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 117

Lecture Hours: 22

Seminar Hours: 11

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • What is relationship marketing?

  • Models and approaches to RM

  • Loyalty, retention and churn

  • Role of customer service and quality in RM

  • Customer satisfaction and profitable relationships

  • Management ofdata and databases

  • Aspects of social responsibility in RM

  • How digital marketing can impact on customer relationships

Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation GROUP PRESENTATION (15 MINUTES) 50
Examination 2 HOUR EXAM 50

Alternative Assessment

Alternative to group presentation would be an individual presentation based on the same topic

Assessment Strategy

The assessment strategy is aimed at giving students the opportunity to gradually build up their knowledge and understanding of relationship marketing and is designed to allow students to evidence their achievement of the learning outcomes. The assessment comprises a group presentation and an exam.

The first assessment component (i.e., the group presentation), students are examined based on critically reviewing the literature, theories and techniques related to the relationship marketing discipline and applying this subject knowledge to an organization.

Students will be working with a consultant mind-set; Accordingly, students need to give a presentation which critically assesses the current relationship marketing strategy of one organization. Managerial implications need to be provided with regards to how the organization can improve its relationship marketing strategy.

For the second assessment (i.e., the examination) students will be assessed on their knowledge and understanding by answering two questions from a choice of four based on a seen case study scenario. Students need to provide answers that critically assess the current relationship marketing strategy of the case study organization. Ultimately managerial implications need to be provided with regards to how the organization can improve its relationship marketing strategy.

The marks for both assessments are equally balanced, while the presentation accounts for 50%, the exam is given a weight of 50%. Students are informed about both pieces of assessment during the seminar in week 1.

The first assessment is group work giving students the opportunity to show their capability of working in teams as well as to demonstrate communication skills which is of particular importance in a marketing context.  The second assessment is an examination. Students are informed about both pieces of assessment in week 1.


Alternative Assessment

An alternative will be for an individual student to prepare a 10 minute presentation, the topic will remain the same as for the group assignment. 


Formative assessment and feedback

A detailed marking scheme is provided to students during their first seminar together with the assessment details. This allows students to clearly identify what is expected of them. The marking scheme outlines the percentage figures for each assessment component. This is also essential as it allows for consistency in the marking process

  • During the first seminar, the assignments and the feedback process is explained

  • Feedback is also provided during and after in-class discussions

  • As the seminars are built around topic-specific group exercises, students do not only benefit from lecture’s feedback but also receive peer evaluations

  • A pre-assignment feedback session is an integral part of this module. During this session, students work in groups on a task which reflects the report requirements and receive feedback on their work

  • In the first lecture after submission, students are provided with initial feedback on what went well and not so well, hence outlining key learning issues deriving from the assignment

  • Practicing answering previous exam questions assist students in preparing for the examination with specific focus on relatinganalysis and application of marketing theory to practice

Module aims

  • 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.
  • • Special focus will be given to the implementation of relationship marketing within a digital environment and the ability to harness digital marketing tools to enhance customer relationships

Learning outcomes

Attributes Developed
1 Analyse the scope, emergence and adoption of RM from TM and how the development of CRM impacts on the current competitive market place K
2 Identify and assess the way channel and marketing mix management aligns with the development of RM strategies K
3 Assess the different phases of the RM cycle and the resultant requirements on management K
4 Understand database management and its use for RM K
5 Identify the different methods of segmentation and how this supports the RM model K
6 To discuss different RM strategies are applied K
7 Relate understanding and application of RM to changes which have taken place with regard to the marketing mix C
8 Relate various relationship marketing approaches to the phases in the RM lifecycle. C
9 Apply strategic and tactical relationship marketing management concepts and methods P
10 Recognise and evaluate alternative approaches to database management activities P
11 Apply decision making skills to real life case examples P
12 Discuss and evaluate various relationship marketing approaches and designs P
13 Write concise reports and discuss relationship marketing concepts T

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The teaching and learning strategy is designed to provide a framework of contemporary knowledge and theories supported by examples from industry. The current issues and debates will be highlighted so that the students are able to apply critical thinking to the literature.


The learning and teaching methods include:


The syllabus presented in the module document will be covered using a variety of teaching and learning methods.

Methods used may include academic lectures, lectures by industry guests, seminars, and academic-supported self-study sessions and directed reading.

Students should be prepared for assessment on topics from across the syllabus - irrespective of the mode of delivery e.g. whether the topic was covered by a formal lecture, seminar, self-directed study task, directed reading, etc.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MANM021

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Business Management (Marketing) MBus 2 Compulsory A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2019/0 academic year.