Marketing: Business Relationships and Customer Experience

Cod y Modiwl: AB27520
Teitl y Modiwl: Marketing: Business Relationships and Customer Experience
Blwyddyn Academaidd: 2027/2028
Semester: Semester 2
Cyd-gysylltydd y Modiwl: Dr Matthew Price
Rhestr Ddarllen: Gweld ar Aspire
Rhagofynion: AB17120 neu CB17120
Staff Eraill sy'n Cyfrannu: Dr Julie Jones; Dr Matthew Price; Mr Fayedh Ayub; Professor Homagni Choudhury

Dulliau Asesu

Math o Asesiad	Manylion Asesiad	Cyfran
Asesiad Semester	Written work: 2500 Words	50%
Asesiad Semester	Written Essay: 2500 Words	50%
Asesiad Ailsefyll	Written work: 2500 Words	50%
Asesiad Ailsefyll	Written Essay: 2500 Words	50%

Canlyniadau Dysgu

Wedi cwblhau'r modiwl dylai'r myfyrwyr fedru:

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.

Disgrifiad cryno

This module explores and develops an understanding of business relationships with consumers, value creation, marketing networks and systems. The majority through applied key account management techniques involving CRM and service delivery offerings, supported by lectures.

Nod

To give students hands-on experience within a key account management scenario, underpinned with knowledge of CRM and services offerings. To develop negotiation and team skills within a fast-paced, complex sales and marketing environment.

Cynnwys

Understanding Customer Relationship Management
- Underpinning company culture
- Managing customers for enriched lifetime value
- Strategic, Analytical and Operational CRM systems

Key Account Management
- Experiential/applied learning
- Client/Sales negotiation scenarios
- Team building

Service delivery offerings
- Value co-creation from services
- Service-led opportunities

Sgiliau Modiwl

Math o Sgiliau	Manylion Sgiliau
Cyfathrebu	Seminars will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills.
Datblygu personol a chynllunio gyrfa	Develop awareness of personal skills, beliefs and qualities in relation to course/career progression – students will be able to translate theory into practice and learning into understanding.
Datrys Problemau	Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.
Gwaith Tim	Classroom exercises and seminar work will improve teamwork skills for the students.
Gwella dysgu a pherfformiad ei hun	This will be obtained via the seminars, coursework and interaction within lectures.
Rhifedd	Yes, primary research will require the application of graph based, and numerical skills – Computations will also be included.
Sgiliau pwnc penodol	Students will develop their know ledge and research skills in relationship areas.
Sgiliau ymchwil	Understand a range of research methods. Plan and carry out research. Utilise primary research to translate elements of theory to practice .
Technoleg Gwybodaeth	Use a range of commonly used software packages. Present information and data. Use e-mail/internet appropriately and effectively.

Nodau

Mae'r modiwl hwn yn cydymffurfio a FfCChC Lefel 5