2012/13 Taught Postgraduate Module Catalogue
LUBS5430M Relationship and Direct Marketing
15 creditsClass Size: 300
Module manager: Tony Aldred
Email: ta@lubs.leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2012/13
This module is not approved as an Elective
Objectives
On completion of this module, students will be able to:- define relationship marketing, contrasting it with transactional marketing
- show a clear understanding of the rationale for, and the economic justification for relationship marketing
- exhibit a critical understanding of the relevant academic literature within the field of relationship and direct marketing, noting the linkages between the two areas
- appreciate the rationale for the growth in direct marketing; construct appropriate and creative relationship marketing strategies, potentially utilising appropriate direct marketing tools and techniques
- critically appraise direct and relationship marketing strategies
- exhibit high quality written communication skills.
Syllabus
Relationship marketing, the development of mutually beneficial longer-term relationships between supplies and customers, is being widely accepted as the future direction for marketing in place of the traditional short-term focus on customer acquisition.
A body of relationship marketing theory is now developing with companies beginning to experiment with relationship marketing strategies through the value chain.
This course explores the concepts and strategies of relationship marketing, including its economics, strategies for partnership marketing between principals and agents and integrated planning.
The programme also relates the principles and practice of direct marketing techniques to pursuit of successful marketing relationships, especially direct mail, public relations and personal selling.
Teaching methods
| Delivery type | Number | Length hours | Student hours |
| Lecture | 10 | 2.00 | 20.00 |
| Seminar | 10 | 1.00 | 10.00 |
| Private study hours | 120.00 | ||
| Total Contact hours | 30.00 | ||
| Total hours (100hr per 10 credits) | 150.00 | ||
Methods of assessment
Coursework
| Assessment type | Notes | % of formal assessment |
| Group Project | Strategy Proposal, approximately 1,500 words | 20.00 |
| Group Project | Final Report, 20 pages / approx 6,000 words | 80.00 |
| Total percentage (Assessment Coursework) | 100.00 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Reading list
The reading list is available from the Library websiteLast updated: 10/09/2013
Browse Other Catalogues
- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
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