Essential
Peelen E (2005) Customer Relationship Managment. FT Prentice Hall. ISBN 027268177X
Egan, J (2004) Relationship Marketing: Exploring Relational Strategies in Marketing. Prentice Hall. ISBN 0273686232

Supplementary
Strauss J, El-Ansary A & Frost R (2006) E-Marketing: International Edition. Prentice Hall. ISBN 0131969021
Fill C & Fill K (2005) Business to Business Marketing: Relationships, Systems & Communications. FT Prentice Hall. ISBN 0273682792
Kumar V & Reinartz W (2005) Dabased Marketing: Managing Profitable Relationships. Wiley. ISBN 0471271330

An individual assignment of 3000 words, which synthesises and critically evalutes current relationship marketing theory and its practical application of e-marketing tools to a relationship marketing problem or issue. Assesses All Learning Outcomes

Recommended Texts
Module Handbook
Current publications in journals
Internet and email
Website links
Case studies
Library resources
PC with Office Software
Videos

The learning strategy for this module requires students to commit 150 learnings hours (including assessment), of which 36 hours will be class support and 114 hours will be independent and self-directed study. The class support is to provide time for case study work and discussion. Whilst the tutor will input some essential ideas on the main issues on the main issues, candidates will be expected to carry out prior reading of materials, undertake research and take part in group discussions to develop these ideas.

There will be a mixture of activities including lectures, web-based activities, case studies, videos and in-class group discussions, individual and gropu problem solving outside class, directed reading and problem solving outside class and self-directed learning.

The module in intended to help students develop the knowledge and skills they require to manage effectively within the exciting and opportunity-laden environment of the digital world. The module brings together the human and technological aspects of establishing, building and maintaining relationships with internal and external customers and marketing partners. It includes a consideration of direct and database marketing and customer service and loyalty concepts. It examines how an organisation can develop relationship marketing stratey, focusing particularly on utilising e-marketing tools. Particular attention will be given to the practical e-marketing implications for relationship marketing strategies. It will include the following topics :-

- The relationship marketing theory, focusing on the nature and scope of relationships, critique relationship marketing practice in a number of organisational settings and industries
- An overview of the unique e-marketing environment - the influence of technology on the nature of interactions and exchange relationships
- Contrast the nature of relationships in traditional marketplaces and the Internet marketspace and the implications of these contrasts - the influence of the e-marketing environment on relationship marketing strategy, online business models and marketing mix issues
- Ways in which marketers can foster relationships in the digital world - the role of the internet in B2B exchanges and B2B models, B2C e-marketing environment and characteristics of e-customers
- Internet and e-marketing theory and concepts and how the concepts are applied
- Key issues related to CRM systems, interactivity and community and factors that drive website quality
- Contemporary Relationship Marketing and E-Marketing practices - global perspectives of market developments