| 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: | 30,00 |
| Orientação Tutorial: | 9,00 |
Teaching - Hours
|
1. From Transactional Marketing to Relationship Marketing
1.1. Continuity or Rupture?
1.2. Concepts and fundamentals of relationship marketing.
1.3. The Strategic, Tactics and Operational Implications of Relationship Marketing.
1.3. Reconfiguration of the marketing mix.
2. The sources of value for customers
2.1. Concept of value, co-creation of value and customization.
2.2. Determinants of loyalty and loyalty models.
3. The multi-relational approaches
3.1. The 6 Markets Model
3.2. The 30 Relationships Model
4. Different Application Contexts
4.1. B-to-B
4.2. B-to-C
4.3. Services
4.4. The loyalty as a pilar for Relationship Marketing
5. Metrics of Relationship Marketing
5.1. The importance of the Marketing accountability
5.2. Balanced Scorecard in Relationship Marketing
6. Trends in Relationship Marketing
6.1. Web, interactive marketing and online loyalty
6.2. The Experiential Marketing and complementarity with relationship marketing.
Point 1 of the program makes it possible to achieve the first and second objectives (1 - Understand the fundamental role of relational marketing in the evolution of marketing theory and practice; 2 - Distinguish and understand the various implications of relational marketing in organizations).
Point 2 and point 3 of the program relate to the third objective (3 - Master the main relational marketing concepts and strategies).
As for point 4 of the program, it allows to fulfill the fourth objective (4 - Relate different types of relational marketing programs with different application contexts).
Finally, point 5 of the program enables students to meet the fifth objective (5 - Understand the relational marketing metrics).
| Alzira Marques;Marketing Relacional, Edições Sílabo, 2014 |
| John Egan;Relationship Marketing, Pearson Education, 2011 |
| Evert Gummesson;Total Relationship Marketing 3ª edição, Elsevier, 2008 |
| Service Management and Marketing Customer Management In Service Competition, 3ª edição, Wiley, 2007 |
| Joaquim Antunes e Paulo Rita;O marketing relacional como novo paradigma. Uma análise conceptual, Revista Portuguesa e Brasileira de Gestão, Abril-Junho, pp. 36-46, 2008 |
| Adrian Payne;Handbook of CRM: Achieving Excellence in Customer Management, Butterworth Heinemann, 2005 |
| Francis Buttle;Customer relationship management, Routledge, 2004 |
Avaliação distribuída com exame final
| Description | Type | Time (hours) | Conclusion Date |
|---|---|---|---|
| Attendance (estimated) | Lessons | 30 | |
| Participação Presencial | 9 | ||
| Teste/Exame | 2 | ||
| Projectos | 15 | ||
| Projectos | 30 | ||
| Study | 21 | ||
| Total: | 107 |
Assessment components and their weighting:
- Analysis and discussion of texts, and resolution of cases and exercises - 20%
- Group project work - 30%
- Individual written test - 50%
Under the terms of the Master's Regulation:
1. The students' attendance in classes will be recorded and, if the number of absences per student exceeds 30% of the total number of lessons scheduled for each course unit, the student will be automatically transferred to the final evaluation (regular season).
2. In the written tests and other assessment elements defined in this course it is necessary to obtain a minimum grade of 7.5 (seven point five) points.
3. If the student misses a test or receives a grade lower than 7.5 points in the tests or in another assessment element mentioned in the previous number, the student will be automatically transferred to the final evaluation (regular season).
4. If the student misses or obtains less than 7.5 in the second written test, held in the same date of the final exam in the regular season, they may apply for further evaluation in the Appeal season.
5. All written academic work described in the assessment elements (reports, case studies, etc.) will have to be submitted in the Turnitin database, available on ISAG's E-Learning platform, being a similarity rate of up to 30% 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%