Marketing: Business Relationships and Customer Experience

Module Identifier: AB27520
Module Title: Marketing: Business Relationships and Customer Experience
Academic Year: 2027/2028
Semester: Semester 2
Co-ordinator: Dr Matthew Price
Reading List: View on Aspire
Pre-Requisite: AB17120 or CB17120
Other Staff: Dr Julie Jones; Dr Matthew Price; Mr Fayedh Ayub; Professor Homagni Choudhury

Assessment

Assessment Type	Assessment details	Proportion
Semester Assessment	Written work: 2500 Words	50%
Semester Assessment	Written Essay: 2500 Words	50%
Supplementary Assessment	Written work: 2500 Words	50%
Supplementary Assessment	Written Essay: 2500 Words	50%

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.

Brief description

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.

Aims

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.

Content

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

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.

Notes

This module is at CQFW Level 5