MBA and M.Sc. in Management Programmes BUILDING RELATIONSHIPS VIA E-MARKETING 2010 Module Handbook Module leader: Dr Ilias Santouridis Tel: +30 2410 684249 Fax : +30 2410 684233 email: isant@teilar.gr 1
TABLE OF CONTENTS MODULE OUTLINE...3 Indicative Content...3 Learning Strategies...3 Learning Outcomes...4 Method of Assessment...5 RESOURCES...6 Textbooks...6 Weblinks...8 Academic Journals...8 LECTURE OUTLINE...9 MODULE WEBSITE...10 2
MODULE OUTLINE Indicative Content The module in intended to help students develop the knowledge and skills they require to manage effectively within the exciting and opportunity-laden environment of the digital world. The module brings together the human and technological aspects of establishing, building and maintaining relationships with external and internal customers and marketing partners. It includes a consideration of direct and database marketing and customer service and loyalty concepts. It examines how an organisation can develop relationship marketing strategy, focusing particularly on utilising e-marketing tools. Particular attention will be given to the practical e-marketing implications for relationship marketing strategies. It includes the following topics: Basic relationship marketing theory, focusing on the nature and scope of relationships, critique relationship marketing practice in a number of organisational settings and industries Relationship formation drivers and the core relationship marketing concept of customer life-cycle Core firm relationships: customer, internal, supplier, external An overview of the unique e-marketing environment - the influence of technology on the nature of interactions and exchange relationships Contrast the nature of relationships in traditional marketplaces and the Internet market space and the implications of these contrasts - the influence of the e-marketing environment on relationship marketing strategy, online business models and marketing mix issues Ways in which marketers can foster relationships in the digital world - the role of the internet in B2B exchanges and B2B models, B2C e- marketing environment and characteristics of e-customers Internet and e-marketing theory and concepts and how the concepts are applied Website design and traffic building issues Internet relationship marketing strategies Key issues related to CRM systems, including customer knowledge, multi-channel communication, relationship data management, marketing analyses Contemporary Relationship Marketing and E-Marketing practices - global perspectives of market developments Learning Strategies The learning strategy for this module requires students to commit 150 learning hours (including assessment), of which 36 hours will be class support and 114 hours will be independent and self-directed study. The class support is to provide time for case study work and discussion. Whilst the tutor will input 3
some essential ideas on the main issues, candidates will be expected to carry out prior reading of materials, undertake research and take part in group discussions to develop these ideas. There will be a mixture of activities including conventional lectures, webbased demonstrations, case studies, in-class group discussions, individual and group problem solving outside class, directed reading and self-directed learning. The delivery of the module will take various forms including: Lectures, which will be supported by case study discussions and inclass exercises (relevant cases studies and exercises will be utilised to develop further understanding and develop analytical and decision making skills). Preparation in advance of class, which is mandatory and involves reading of prescribed materials (text or electronic materials and appropriate journal articles). Undertaking appropriate research on relationship marketing and e- marketing topics, as directed. Working independently on case studies and in-class exercises. In order to do well in the module: You have to read widely around the subject, be familiar with the theories and concepts and actively seek ways to apply them to your day-to-day living and working environments. You should be thinking critically and creatively. Don t take things as they are. You are to play an active part role in determining what to learn, how and how much to learn whilst the role of your lecturer is to facilitate your learning and perhaps bring your attention to certain issues that may not seem immediately significant. Learning Outcomes On completion, you should be able to demonstrate these learning outcomes 1. Critical evaluations of the current position of firms relationship marketing strategy in relation to their marketing environment and apply relationship marketing theory (tools and techniques) towards developing and formulating in-depth analysis of situations that will generate effective competitive advantage for the firm utilising e- marketing tools. 2. Apply a disciplined approach to the analysis of relationship marketing problems and their solutions in terms of appropriate e-marketing strategy development. 4
3. Assess a range of contemporary developments in relationship marketing and the application of e-marketing ideas and e-tools for a variety of circumstances. Method of Assessment You will be assessed by an individual assignment of 3,000 words, in which you will be asked to synthesize and critically evaluate an organisation s current relationship marketing situation and strategy as well as the practical application of e-marketing tools to a relationship marketing problem or issue. Pass criteria Sufficient issues are addressed in order to distinguish between the rote learning student and the student with the ability to generate a required level of independent thought processes but which is inadequate to achieve a distinction due to inconsistencies or an insufficient understanding of the material discussed. The student should demonstrate a good understanding of subject knowledge and understanding of appropriate concepts and contemporary issues. These issues are highlighted, analysed and evaluated and focus of the question is clearly understood. The structure and terminology is appropriate and demonstrates elements of critical thinking. The student demonstrates an adequate level of skill in analysis and synthesis. Evidence of research ability and an appropriate standard of presentation for masters level reporting. Distinction criteria The student provides evidence of extensive subject knowledge and understanding of appropriate, contemporary issues. These issues are addressed and focus of the question is clearly understood. Ability to present competing perspectives to support points being made is apparent. The structure is clear and the subject matter is communicated articulately and coherently. The student will demonstrate high level of ability to deploy relevant theory, concepts and, where necessary, mastery of appropriate skills and deploy alternative perspectives. Key concepts are presented confidently. Evidence of a wide range of research material and high level of presentation showing style and standard of referencing expected at masters level. 5
RESOURCES Textbooks Essential Author (s) Title ISBN Dave Chaffey and PR Smith John Egan E-Marketing Excellence: Planning and Optimising your Digital Marketing, 3 rd edition, (2008), Butterworth Heinemann Relationship Marketing: Exploring Rational Strategies in Marketing, 3 rd edition, (2008), Prentice Hall 0750689455 0273713191 Recommended Author (s) Title ISBN Ed Peelen Manfred Bruhn Francis Buttle Evert Gummesson David Finnegan and Leslie Willcocks Bill Donaldson and Tom O Toole Richard Gay, Alan Charlesworth and Rita Esen Dave Chaffey, Fiona Ellis- Chadwick, Kevin Customer Relationship Management (2005), Financial Times/ Prentice Hall Relationship Marketing: Management of Customer Relationships (2002), Pearson Customer Relationship Management, 2 nd edition, (2008), Elsevier Butterworth-Heinemann Total Relationship Marketing: Marketing management, relationship strategy,crm, and a new dominant logic for the valuecreating network economy, 3 rd edition, (2008) Implementing CRM: From Knowledge to Technology, (2007), Wiley Strategic Market Relationships: From Market to Implementation, 2 nd efition, (2007), John Wiley Online Marketing: A Customer Led Approach (2007), Oxford Uni Press Internet Marketing: Strategy, Implementation and Practice, 4 th edition, (2009), Prentice Hall 027268177X 0273676016 1856175227 0750686332 0470065265 0470028807 0199265852 0273717405 6
Johnston and Richard Mayer S Shajahan Relationship Marketing: Text and Cases, (2006), McGrawHill Higher Education Mark Godson Relationship Marketing, (2009), Oxford University Press William G. Customer Relationship Zikmund, Raymond Management: Intergrating McLeod Jr and Marketing Strategy and Faye W. Gilbert Information Technology, (2002), Judy Strauss, Adel El-Ansary and Raymond Frost Richard J. Varey Svend Hollensen Angelika Lindstrand, Jan Johanson and Dharma Deo Sharma David Ford, Lars Erik Gadde, Hakan Hakansson and Ivan Snehota Ed Little and Ebi Marandi Martin Cristopher, Adrian Payne and David Ballantyne Don Peppers and Martha Rogers Wiley E-Marketing, 3rd Edition, (2005), Prentice Hall Relationship Marketing: Dialogue and Networks in E-Commerce Era, (2003), Wiley Marketing Management - A Relationship Approach (2002), Financial Times Management. Managing Customer Relationships on the Internet (International Business and Management), (2005), Elsevier Science Managing Business Relationships (2003), Wiley Relationship Marketing Management (2003), Thomson Learning Relationship Marketing: Creating Stakeholder Value (Chartered Institute of Marketing), 2 nd edition, (2002), Butterworth-Heinemann Managing Customer Relationships: A Strategic Framework, (2004), Wiley 0070583374 0199211566 0471271373 0131485199 0470843411 027363789 0080441246 0470851252 1861529317 0750648392 047148590X 7
Weblinks Relationship marketing, CRM, internet marketing and general marketing publications, market reports and some institutes available electronically on the web CRM Today Sitepoint Marketing Advocate CRM Trends Greek E-Business Forum The European E-Business Market Watch Marketing Online Marketing know-how from Professionals and Professors Financial Times Mintel Marketing Intelligence Euro Monitor Chartered Institute of Marketing The CRM forum CRM Benchmarking Association Association for the advancement of RM TRUSTe Destination CRM One-to-One Marketing by Pepper & Rogers Emarketer Marketing Sherpa Internet week Gartner group E.piphany ClickZ Nielsen www.crm2day.com www.sitepoint.com www.marketingadvocate.com www.crmtrends.com www.ebusinessforum.gr www.ebusiness-watch.org www.marketing-online.co.uk www.marketingprofs.com www.ft.com www.mintel.co.uk www.euromonitor.com www.cim.co.uk www.crm-forum.com www.crmba.com www.aarm.org www.truste.org www.destinationcrm.com www.1to1.com www.emarketer.com www.marketingsherpa.com www.internetweek.com www.gartner.com www.epiphany.com www.clickz.com www.nielsen.com Academic Journals The following academic journals comprise an indicative and by no means exhaustive list of titles in which scientific articles relevant to the module s subjects can be found. Please locate and read journal articles as these will help you develop an appreciation and further understanding of the relevant theoretical concepts. European Journal of Marketing Industrial Marketing Management Industrial Marketing and Purchasing International Marketing Review Journal of Business Research Journal of Global Marketing Journal of International Marketing and Marketing Research Journal of International Marketing 8
Journal of Marketing Research Society Journal of Marketing Research Journal of Marketing Management Journal of EuroMarketing Journal of Marketing Marketing and Research Today LECTURE OUTLINE Lecture Indicative Topics Relationships in Marketing. 1 Introduction to E-Marketing 2 Marketing Mix Revisited Relationship drivers: Financial and Attitudinal 3 Customer life-cycle Core firm relationships: Customer, Internal, Supplier, 4 External 5 E-Models for E-Business 6 E-Customer Web site design 7 Website traffic building 8 E-CRM 9 E-Relationship Marketing Planning 10 CRM marketing aspects Relationship data management 11 Analytical CRM 12 Revision 9
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