Gwybodaeth Modiwlau

Module Identifier
Module Title
Managing Marketing Relationships
Academic Year
Semester 1
Other Staff

Course Delivery

Delivery Type Delivery length / details
Workshop 4 x 1 Hour Workshops
Seminar 4 x 1 Hour Seminars
Lecture 11 x 2 Hour Lectures


Assessment Type Assessment length / details Proportion
Semester Assessment Report 1  Business relationship management report (2000 word limit)  25%
Semester Assessment Report 2  Customer relationship management report (4000 word limit)  75%
Supplementary Assessment Report 1 coursework 2000 words  Repeat failed element  25%
Supplementary Assessment Report 2 coursework 4000 words  Repeat failed element  75%

Learning Outcomes

On successful completion of this module students should be able to:

* Critically evaluate relationship marketing theory and practice;

* Critically evaluate network theory and practice;

* Critically evaluate customer relationship management theory and practice;

* Critically evaluate business-to-business marketing theory and practice;

* Critically evaluate service and services in a business marketing context;

* Develop understanding of alternative marketing practices.


A great number of students will work in business-to-business and CRM areas. The module prepares them for this. Understanding relationships, value creation, networks and systems will all aid with students employability.

The aims of the module are to prepare students for work in the areas of business-to-business, supply chain and customer relationship marketing management.

Brief description

This module covers aspects of dealing business to business (B2B) and customer relationship management. The module focuses on the psychology of relationships, networks, service and value. Taking an applied approach, students are introduced into the topics through applied case studies and industry experienced staff.


  • Key Account Management
  • Business Buying Process
  • Business Marketing Segmentation
  • Business-to-Business Communication
  • The B2B Marketing Mix
  • B2B Marketing Strategies
  • Relationship Marketing
  • Stakeholder marketing
  • Supply and Value chains
  • Service and Services
  • Customer Relationship Management

Module Skills

Skills Type Skills details
Application of Number N/A
Communication The skills required for a draft marketing communications plan will be developed in the coursework. Other communication skills such as presenting and discussions will be obtained via seminar work.
Improving own Learning and Performance This will be gained through the evaluation and analysis of coursework company and classroom exercises.
Information Technology Students will be expected to make appropriate use of word-processing and presentational software in their coursework. They will also need to understand CRM software and its applications.
Personal Development and Career planning The coursework requires students to focus on an applied organisational setting, and in developing their understanding of the research, communication and analytical skills required in that context they will be able to make better-informed career choices and direct their personal development plans accordingly.
Problem solving Students will develop problem solving skills through the evaluation and analysis of coursework company and classroom exercises.
Research skills Students will employ academic and commercial marketing research skills in the coursework.
Subject Specific Skills Understanding of CRM software applications.
Team work Students will be expected to work in teams in class exercises. Not formally assessed but formative feedback given in seminars.


This module is at CQFW Level 6