Transcript Fundamental issues of relationship marketing

Relationship marketing
Master Program
Tretyak Olga Anatolievna, professor
Rebiazina Vera Alexandrovna, associate professor
How Relationship Marketing course will be
thought?
Teaching Methods:
 Lectures
 Guest lecture
 Seminars
 Projects
 Group work
 Exercises
 Presentations
 Case studies
COURSE GRADING POLICY
Participation and contribution
20%
Colloquium
10%
Individual project
15%
Group project
15%
Final exam
40%
1. Participation and contribution
20% - participation and class assignments
2 class assignments: 15 first minutes of some seminars
Please, don’t be late for the class!!!
All the time the question for the class assignment will be
devoted lectures class materials
2. Colloquium
10%
Date: 2nd module
Discussion on the topics of Relationship marketing, you should be
prepared
3. Individual project
15%
Power Point presentation (20 minutes)
Peculiarities of relationship marketing practices (one of the course topics) on the
base of experience of a company of your native country.
Each project presentation has to start with the clear objective and problem definition
to be analyzed and include structured outcomes and conclusions both theoretical
and practical.
4. Group project
Power Point presentation (30 minutes)
Handouts (if possible)
• You should form 3 groups of 3-4 people
• Choose a company you will take as an example
• Work out a relationship marketing strategy based on all the
topics covered during the course
• Make a presentation with you findings
5. Final exam

a selection of questions based on all course issues and
materials:
 relevant textbook chapters,
 lecture and seminar material,
 cases discussed etc.
 essay type questions.
COURSE STRUCTURE
Topic 1. Relationships in Marketing
Topic 2. Partnerships and Collaborations
Topic 3. Managing the relationship
Topic 4. Relationship marketing practices – European
and Russian perspectives
COURSE CONTENT (1)

Topic 1. Relationships in Marketing
 Basics
of relationship marketing theory
 The genesis of relationship marketing
approach
 Relationship drivers and relationship
economics
COURSE CONTENT (2)

Topic 2. Partnerships and
Collaborations
 Customer
partnerships
 Supplier partnerships
 Industry and external collaborations –
network approach in marketing
COURSE CONTENT (3)

Topic 3. Managing the relationships
 3.1
Developing relationship marketing
strategy
 3.2 Relationship technology
 3.3 Relationship management
How to use Relationship Marketing in practice?
Welcome to Relationship Marketing course!