Module code: MANM435

Module Overview

The module has two distinct elements: firstly the module covers the principles of relationship marketing and how they are applied, using industry specific examples. Secondly, this is combined with the meaning and application of relationship marketing within a services environment The module also focuses on service business scenarios providing students with an opportunity to examine management 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

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

Overall student workload

Independent Learning Hours: 117

Lecture Hours: 22

Seminar Hours: 11

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content


Indicative content includes:

  • Models and approaches to Relationship and Services Marketing

    Consumer decision making process

    Segmentation targeting and positioning

    Brand management

    Developing long term customer relationships

    Trust and commitment

    Customer insights

    Data management



Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation Group Presentation (15 minutes) 40
Project (Group/Individual/Dissertation) Individual Report (2000 words) 60

Alternative Assessment

The individual report assessment will remain the same (reworked assignment with the same brief). An alternative for the group presentation assessment will be to an individual (1000 words) report based on the same assignment brief as the group presentation.

Assessment Strategy

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

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

The second assessment component (the individual report) will assess students on services and relationship marketing within a service or retail environment; the expectation is that students will review current literature and combine this knowledge with up-to-date business examples, to make recommendations for managers, and for future research.

Students will be working with a consultant mind-set using relevant theory and research evidence; accordingly, students need to give a presentation which critically assesses an element of the current services and relationship marketing strategy of one organisation. Managerial implications need to be provided to show how the organisation can improve its services and relationship marketing strategy elements, with supporting evidence from theory and research in the relevant field.

A weighted aggregate mark of 50% is required to pass the module. The individual report accounts for 60%, the group presentation is given a weight of 40%. Students are informed about both pieces of assessment during the seminar in week 1.

Formative assessment and feedback


A detailed marking scheme is provided for 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



Module aims

  • Cover the key concepts of Relationship and 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 both Relationship and Services 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.
  • Ensure Marketing is viewed as a systematic thought process, a set of techniques underlying the planning and execution of marketing strategy and tactics, taken within the context of the marketing of services.
  • Examine and critically analyse key concepts of RM such as: customer retention and acquisition; developing a dialogue with customers’ through customer loyalty and lifetime value with a view to increased profitability and sustainability.

Learning outcomes

Attributes Developed
001 Analyse the scope, emergence and adoption of RM from TM and how the development of customer relationship management (CRM) impacts on the current competitive market place, and identify and assess the way channel and marketing mix management aligns with the development of service marketing strategies. K
002 Relate understanding and application of changes which have taken place with regard to the marketing mix, and relate various relationship marketing approaches to the phases in the RM lifecycle. C
003 Apply strategic and tactical services marketing management concepts and methods, and apply decision making skills to case examples. P
004 Write concise, analytical reports and discuss marketing concepts in the context of relationship and services marketing. 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.


33 hours of lectures and seminars (comprising of one 2 hour lecture and one 1 hour seminar each week) plus 117 hours of Independent study


The learning and teaching methods include:


The content 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 tasks, or directed reading.

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: MANM435

Other information


Programmes this module appears in

Programme Semester Classification Qualifying conditions
Strategic Marketing MSc 1 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.