Module Details

Module Code: MRKT9018
Title: Business Relationship Mgt.
Long Title: Business Relationship Mgt.
NFQ Level: Expert
Valid From: Semester 1 - 2016/17 ( September 2016 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 2 programme(s)
Module Description: This module focuses on developing and maintaining effective business relationships between buyers and sellers operating in the global marketplace today. The key constructs in developing relationships will be thoroughly critiqued, as will the different forms of relationships, and the reasons for the termination of relationships will be examined. The modules provides participants with a thorough knowledge of both the strategic and operational aspects of relationship management with particular emphasis on international trade. The emphasis of the module will be on application of acquired knowledge.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Investigate the various constructs upon which business relationships are based including an examination of the influence of culture in the global market place.
LO2 Critique the different forms of relationships between, and within, organisations and how these operate in the global landscape.
LO3 Formulate appropriate relationship strategies for stakeholders other than the customer to make businesses sustainable in the global environment. A particular emphasis will be placed on internal relationships within multinational organisations.
LO4 Critically appraise the impact of power and conflict in the relationship landscape and assess the reasons for the termination of relationships.
LO5 Recommend strategies for the management of an entire portfolio of international customers who are at different relationship stages and therefore require a dynamic theory of exchange relationships.
LO6 Critically analyse the importance of an organisation's corporate reputation in today's global business environment, and its influence on supplier selection and supplier termination.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
The Development of Strategic Market Relationships
Transactions versus relationships, relational exchange as a strategic activity, trends driving relationships in the global sphere.
Types of Relationships in the Global Market
The Relationship Continuum – from transactional based exchanges to value-added exchanges and complete collaboration.
The Constructs upon which Relationships are Developed
Key principles including trust, commitment & interdependence; Long-term view, people and processes. The influence of culture on the formation and evolution of relationships.
Formulating Relationship Strategies for the Different Stakeholders
Strategic relationship development with customers, suppliers, intermediaries & other external bodies, with particular emphasis on this in an international context; Internal relationships in multinationals.
Relationship Implementation in an International Context
Organising for relationships; Customer relationship management; Channel strategy – power, conflict and cooperation; Monitoring and control of relationships.
Relationship Termination
Why businesses end relationships; Renewal or dissolution decisions; Switching deterrents.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Week 8 Learning Outcomes 1,2,3
Assessment Description
Project critiquing the relationship strategies of a particular business competing in the global marketplace.
Assessment Type Written Report % of Total Mark 50
Timing Sem End Learning Outcomes 3,4,5,6
Assessment Description
Report making proposals to a particular business, operating internationally, setting out a strategic plan for the management of an entire portfolio of customers.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Direct contact with the student Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Research and reading Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Direct contact with the student Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Research and reading Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Dondaldson, B. & O’ Toole, T.. (2007), Strategic Market Relationships – from Strategy to Implementation, 2nd. Wiley, [ISBN: 978-0-470-028].
Supplementary Book Resources
  • Peelen, E. & Beltman, R.. (2013), Customer Relationship Management, 2. Pearson, [ISBN: 9780273774952].
  • Albaum, G. & Duer, E.. (2016), International Marketing and Export Management, 8. Pearson, [ISBN: 9781292016924].
  • Godson, M.. (2009), Relationship Marketing, Oxford, [ISBN: 9780199211562].
  • Roper, S. & Fill, C.. (2012), Corporate Reputation, Brand and Communication, Pearson, [ISBN: 0273727591].
  • Egan, J.. (2011), Relationship Marketing Exploring Relational Strategies in Marketing, 4th. Pearson, [ISBN: 9780273737780].
Supplementary Article/Paper Resources
  • Journal of Marketing Management.
  • Strategic Management Journal.
  • Journal of Business and Industrial Marketing.
  • European Journal of Marketing.
  • Journal of International Business Studies.
This module does not have any other resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BGLBP_9 Master of Arts in Global Business Practice 1 Mandatory
CR_BGLOB_9 Postgraduate Diploma in Arts in Global Business 1 Mandatory