Relationship Marketing

Learning Outcomes

Upon successful completion of this course, students are expected to be able to analyze business and market environment, discriminate specific market situation, and utilize the information to enhance relationship within specific market ; demonstrate good standard of communication and interpersonal skills in order to build and sustain effective relationship with all aspect of the marketing chain.

Topics

This course introduces and describes the emergence of Relationship Marketing from its traditional marketing background through different perspectives and dimensions. It encourages students to critically interpret the concept of relationship marketing to be applicable in different marketing practices.

Pre-requisite : MK105 – Marketing Fundamentals

Co-requisite : MK202 – Consumer Behavior