AT7017 - Relationship Marketing in a Global Context

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What will I learn on this module?

Relationship Marketing in Global context is designed for you to understand the dynamic relationship involved in global market place. Throughout this module you will learn the following:

Relationship Marketing

The academic underpinning of International Marketing and the role of relationship within business, you will learn the difference between traditional relationship marketing and international.

Strategy & Culture

You will learn how to develop marketing strategies in relation to the changing global market and the role of culture in how the relationship is defined.

Consequently how does culture define international markets and product development, you will learn how important it is to offer a product suitable to the intended market, therefore, how does the domestic market effect the international markets.

How will I learn on this module?

Critical reflection on knowledge, experience and practice underpins the learning and teaching philosophy along with the explicit development of competence. This is key to your learning on the module. To put this in place, the module will be taught by lectures and seminars covering the key functions of relationship marketing globally.

The module is supported by a teaching and learning plan, which outlines the formal sessions, together with the tutor-directed study and independent reading. An interactive approach to lecture sessions will draw upon the directed learning undertaken and your own experiences. Throughout, the emphasis will be on high levels of your participation, both individually and within small groups or teams. You can therefore expect the reflective-practitioner approach to learning to be embedded in all seminar sessions through undertaking activities which facilitate critically analysing how marketing is adopted and implemented by global organisations in real life situations.

Directed learning will centre upon a range of activities including pre-reading, preparation for interactive activities and use of the discussion board on the e-learning platform. Independent learning will centre upon you identifying and pursuing areas of interest in relation to the subject area or by providing deeper/broader knowledge and understanding of the subject through a range of learning activities that might include extended reading, reflection, research etc.

During the twelve weeks of learning you will be in groups taking part in tasks specifically designed to simulate real life situations from organisation perspective.

How will I be supported academically on this module?

You will be fully supported throughout by a member of staff leading the module and a set of academic staff leading the lecture input into relationship marketing and its role in the global market.

The eLP will house lecture and seminar materials relating to the module fully supported by a comprehensive range of materials which are housed on the eLP for your reference.

You will be provided with a wide-ranging electronic reading list that comprises of various journal papers, conference papers and text books that cover Relationship marketing and global marketing.

The module assessment consists of several inter-related tasks which will be distributed throughout your teaching semester. This will encourage your active participation in the learning process throughout the semester. The eLearning portal will be used to permanently host these tasks after release to ensure that you can access the information required at all times. Your work on these tasks will be used for your assessment which comprises of a written document and presentation.

The module will be assessed by one assignment, the assignment is group based, part one is based on critical analysis of literature on relationship marketing in global context. Part two is a 10 minute presentation on a global organisation that you develop an entry strategy. Firstly, the role of the assessment is to ensure that you understand and develop the current knowledge of relationship marketing globally. The second reason for its inclusion is to provide you at can be adopted by the global organisation of your choice.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

What will I be expected to achieve?
(SRS 0005)

Knowledge & Understanding:
• Understand and critically evaluate the wider impact of relationship marketing on global organisational decision making process when entering new markets. [MLO1]
• Acquire, interpret and critically apply knowledge to support business from the perspective of relationship marketing management. [MLO2]

Intellectual / Professional skills & abilities:
• Demonstrate their ability to work in diverse groups and teams. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

How will I be assessed?

This is a summative assessment over two parts (Part A and Part B).

Part A is an individual assessment worth 60% of overall grade and involves a 2500-word literature review on relationship marketing in global context. This addresses MLO1, MLO2 and MLO3

Part B is worth of 40% (10% of which for peer evaluation) of the overall grade and involves group presentation of international marketing communications strategy aiming to build a good relationship with consumers as well as other key stakeholders. This addresses MLO1, MLO2 and MLO3.





Module abstract

You will learn about the role of the three key marketing functions – Relationship marketing, Global marketing and developing a strategic relationship marketing skills with in a global context. The module will develop your understanding of the overarching principles of market entry, barriers to entry and cultural challenges involved in developing a relationship marketing strategy. The latter will consist of developing a report, assessing the business and competitive environment, defining and evaluating the role of relationship marketing within a competitive strategy.

Whilst completing your assessment you would develop your presentation skills and communication skills that can be adopted in the real business world.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 1 year full-time

Department Newcastle Business School

Location Netherlands

City Amsterdam

Start September 2020

Fee Information

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