| Code: | MDCM2107 | Acronym: | MREL |
| Teaching Area: | Marketing |
| Acronym | Study plan | Curriculum Years | ECTS | Contact hours | Total Hours |
|---|---|---|---|---|---|
| MDCM | Aviso nº 9882/2017 | 1º | 4 ECTS | 39 | 107 |
| Theoretical-Practical: | 25,50 |
| Orientação Tutorial: | 6,00 |
Teaching - Hours
|
In a context of accelerated technological, social, economic, environmental and political changes, Relationship Marketing emerges as a tool for companies to create and maintain sustainable relationships that generate unquestionable value with and for several strategically significant interlocutors for the organization: customers, partners, suppliers, investors and society in general. This curricular unit aims to train professionals who, based on knowledge, understanding, analysis, application and evaluation of Relational Marketing practices, are able to improve the quality and effectiveness of the management of organizations' relationships with their stakeholders, considering all the evolution of markets and customers.
Value, quality, satisfaction, loyalty and loyalty are some of the key concepts of this curricular unit that will underlie the contents and examples covered.
1. From Transactional Marketing to Relational Marketing
1.1. Continuity or Rupture?
1.2. Fundamentals of relationship marketing.
2. Multi-relational approaches
2.1. The 30 Relationships Model
2.2. The 6 Markets Model.
2.3. The importance of internal marketing
3. The Strategic and Tactical Implications/Requirements of Relational Marketing.
4. Sources of value for customers
4.1. Concept of value and co-creation of value.
4.2. The determinants of loyalty.
5. Investing in Relationships: IDIC and Client Selection
5.1. The reconfiguration of the marketing mix.
6. Loyalty as a pillar of Relational Marketing.
6.1. Online loyalty and virtual worlds
7. The Different Application Contexts
7.1. B-to-B
7.2. B-to-C
7.3. Services: Experiential Marketing and its complementarity with Relational Marketing.
Points 1 and 3 of the program allow the first and second objectives to be achieved (1 - Understand and situate the fundamental role of relational marketing in organizations and its connection with other areas of the same; 2 - Distinguish and understand the various types of marketing implications relationship in organizations).
| HOLLENSEN, SVEND & OPRESNIK, MARC OLIVER;Marketing: A Relationship Perspective, World Scientific Books, Scientific Publishing Co. Pte, 2019 |
| BUTTLE, F. & MAKLAN, S.;Customer Relationship Management: Concepts and Technologies (4th edition), Routledge, 2019 |
| Alzira Marques;Marketing Relacional, Edições Sílabo, 2014 |
| Moutinho, Luiz; Teixeira, Nuno; Zeferino, André;Marketing Futureland, Lidel, 2022. ISBN: 9789897527449 |
| MALHOTRA, NARESH K. & AGARWAL, JAMES;Introduction to Customer Relationship Marketing. In Customer Relationship Marketing Theoretical and Managerial Perspectives (Forthcoming), World Scientific Publishing Co, 2019 |
| Evert Gummesson;Total Relationship Marketing 3ª edição, Elsevier, 2008 |
| KUMAR, V. & REINARTZ, W.;Customer Relationship Management: Concept, strategies and tools (3rd edition), Springer., 2018 |
| STEINHOFF, L. et al. ;Online relationship marketing. Journal of the Academy of Marketing Science. 47(3):369-393., 2019 |
| John Egan;Relationship Marketing, Pearson Education, 2011 |
| GRÖNROOS, CHRISTIAN;A service perspective on business relationships: The value creation, interaction and marketing interface. Industrial Marketing Management, 40, 240-247., 2011 |
| GARCÍA HARO, M. A., MARTÍNEZ RUIZ M. P. &, MARTÍNEZ CAÑAS, R.;The Effects of the Value Co-Creation Process on the Consumer and the Company. Expert Journal of Marketing (2), 68-81, 2014 |
| Jagdish N. Sheth & Atul Parvatiyar;Handbook of Relationship Marketing, SAGE Publications, Inc., 2012 |
| Adrian Payne;Handbook of CRM: Achieving Excellence in Customer Management, Butterworth Heinemann, 2005 |
| GUMESSON, EVERT.;Return on relationships (ROR): the value of relationship marketing and CRM in business-to-business contexts. Journal of Business & Industrial Marketing, Vol. 19 Issue 2 pp. 136 ¿ 148, 2004 |
| GRONROOS, CHRISTIAN. ;From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift. Marketing Management Decision, Volume 32, Número 2, pp. 4-20, 1994 |
| GRONROOS, CHRISTIAN. ;Relationship marketing: strategic and tactical implications. Management Decision, Volume 34, Número 3, pp. 5-14, 1996 |
| GOLDSMITH, RONALD E.;The personalised marketplace: beyond the 4Ps. Marketing Intelligence & Planning, Vol. 17, Iss 4 pp. 178 ¿ 185, 1999 |
| SCHMITT, BERND;Experiential Marketing: How to Get Companies to Sense, Feel, Think, Act, and Relate to Your Company and Brands, New York: Free Press, 1999 |
Avaliação distribuída com exame final
| Description | Type | Time (hours) | Conclusion Date |
|---|---|---|---|
| Attendance (estimated) | Lessons | 30 | |
| Tutorial guidance | Participação Presencial | 9 | |
| Group work | Projectos | 30 | |
| Assessment | Teste/Exame | 3 | |
| Autonomous study | Study | 35 | |
| Total: | 107 |
- Group project work, with submission on the E-Learning platform: 30%
- Taking two individual written tests: 30%+35%
Under the general regulations:
1. The actual presence of students in classes will be recorded and, if the number of absences per student exceeds 30% of the total number of contact sessions planned for each curricular unit, it will be automatically transferred to the final assessment of the normal season.
2. In written tests and other assessment elements, it is necessary to obtain a minimum grade of 7.5 (seven point five).
3. If the student is absent or obtains a grade lower than 7.5 in the tests or assessment elements referred to in the previous paragraph, he or she will be automatically transferred to the final assessment of the normal season.
4. If the student is absent or obtains a grade lower than 7.5 in the second written test (carried out on the same date as the final written test in the normal season), he or she may request registration for assessment in the appeal period.
5.All written academic work included in the assessment (reports, case studies, etc.) must be submitted to the Turnitin database, available on ISAG's E-Learning platform, with a similarity rate of up to 30% being acceptable.
Individual written test - 100%
a) Analysis and discussion of articles and resolution of cases and exercises (continuous evaluation):
This component implies an attitude of commitment, an active participation and an effective contribution of the students in the classes. The method of working in groups shall be applied. Students' individual attitude will also be evaluated in the presentation classes of their colleagues' work, where they are expected to reveal critical capacity and timely questioning.
b) The execution of the project work in group (continuous evaluation):
This work will aim at the critical analysis of the strategy of a company / brand and will have as output a set of recommendations of strategic and tactical level. Each group will have between 3 and 4 participants. The methodology of work approach will be the following: (i) information collection and its treatment; (ii) diagnosis of the situation and analysis of the relationship marketing strategy followed by the company; (iii) focus on the analysis of the portfolio of relationships and the identification of opportunities; (iv) elaboration os recommendations for the company/brand in light of the specific tools approached in classes or others researched by the students autonomously. The evaluation of this project work will be based on the preparation of a written report and its oral presentation and defense by the work group. Although the project work is done in groups, the evaluation will be individualized, considering the performance of the team and the performance of each element in the oral presentation.
Individual written test - 100%
Individual written test - 100%