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Postgraduate Handbook

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Marketing Relationships and Networks - MARK6007
 The Quad

   
   
   
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 3
 
 
EFTSL: 0.06250 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: enrolment in program 8414 or permission of the Program Director
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
  

Description

Developing and managing relations between marketing and other functions within the firm and with external organizations such as suppliers, distributors, government and business customers plays an important role in the identification, creation and delivery of value to customers. These networks of relations are the means by which key resources and competences are accessed and developed. The increased importance of relationship management is reflected in the growth of relationship marketing concepts and in the development of interaction and network approaches in business and international marketing. This course examines the nature and role of internal and external relations in developing and implementing marketing strategy, their impact on a firm's marketing performance and how they are managed. It includes consideration of issues such as relationship management and evaluation, relationship portfolios, economic and behavioural theories of relations, internal management upwards to CEOs and CFOs and sideways to production and sales, collaboration and partnering/alliance strategies, interaction and network approaches to marketing and their application to specific types of relationship and network contexts such as those involving suppliers, distributors, business customers, key accounts, technology partners and cross-functional relations.
Exclusion: MARK5956

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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.