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Relationship Marketing

504432 - Relationship Marketing
Faculty

Faculty of Business

Department

Digital Marketing and Innovation

Credit Hours

3

Pre-requisite

504101

Co-requisite

-

Distribution

3 + 0
This course builds an understanding of relationship marketing and its different theoretical and practical domains. It explores relationship marketing concepts and dimensions and the various aspects of relationship marketing development. Finally, students are able to understand and differentiate between the contexts in which relationship marketing is formed such as b2b and b2c. Relationship marketing theory is explained fully. Key dimensions such as trust, commitment, communication and information sharing are explored in this course.