Course Description for Relationship Marketing Management
Relationship Marketing Management
Prerequisite: MAR 3023
Description: Relationship marketing is a business strategy paradigm that focuses on the systematic development and maintenance of collaborative exchange relationships both internal and external to the firm. This course explores the emerging paradigm of relationship marketing, provides a structure and overview of its relevant dimensions, demonstrates its application in contemporary marketing management, and appraises and evaluates its future as a business strategy. The course will emphasize the concept, rationale, history, implications, scope, nature, practice, contributions and future of the relationship marketing paradigm.