Module Information

Module Identifier
Module Title
Marketing: Relationships and Customer Experience
Academic Year
Semester 2
Reading List
Other Staff

Course Delivery



Assessment Type Assessment length / details Proportion
Semester Assessment Written Essay  (2,500 words)  50%
Semester Assessment Written work  (2,500 words)  50%
Supplementary Assessment Written work  (2,500 words)  50%
Supplementary Assessment Written work  (2,500 words)  50%

Learning Outcomes

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

1. Critically evaluate relationship marketing theory and practice.

2. Critically evaluate network theory and practice.

3. Critically evaluate customer relationship management theory and practice.

4. Critically evaluate business-to-business marketing theory and practice.

5. Critically evaluate service and services in a business marketing context.

Brief description

This module explores and develops an understanding of business relationships with consumers, value creation, marketing networks and systems. The module examines the various ways in which these elements inter-relate in order to create customer experience.


Understanding Customer Relationships
- Relationships
- Lifecycle Management (Acquisition, Growth, Retention)

Strategic CRM
- Customer Portfolio Management
- Delivering Customer-Experienced Value
- Managing Customer Experience

Analytical and Operational CRM
- Developing and Using Customer Related data
- Planning and Implementing CRM
- Salesforce, Marketing and Service Automation

Module Skills

Skills Type Skills details
Application of Number Yes, primary research will require the application of graph based, and numerical skills – Computations will also be included.
Communication Seminars will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills.
Improving own Learning and Performance This will be obtained via the seminars, coursework and interaction within lectures.
Information Technology Use a range of commonly used software packages. Present information and data. Use e-mail/internet appropriately and effectively.
Personal Development and Career planning 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.
Problem solving 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.
Research skills Understand a range of research methods. Plan and carry out research. Utilise primary research to translate elements of theory to practice .
Subject Specific Skills Students will develop their know ledge and research skills in relationship areas.
Team work Classroom exercises and seminar work will improve teamwork skills for the students.


This module is at CQFW Level 5