Approved in UUV-case 76/11
Valid from 2011-12
Last updated in UUV-case 57/13
Course Description
RMØ1100 Relationship Marketing
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Degree
Semester
Credits
Course instructor
Contact hours
Learning outcome
Bachelor of Marketing and Sales Management
1st semester
7.5
Lecturer Erik Mehl
36 hours
Knowledge
In general, the course aims to provide students with knowledge of
central concepts and theories of relationship marketing (RM).
Furthermore, it aims to provide students with an understanding of
the concepts relational- and network-related thinking. Students
will gain comprehensive insight into the various types of relations
between different players /stakeholders in the market, and how
these interact and influence each other.
The course will also provide students with an understanding of
the relationship between customer loyalty and profitability, as
well as the importance of the incorporation and implementation
of CRM strategy at all levels of an organization.
Skills
Upon completion of the course the student is able to:
 Map out a company’s key relationship partners
(employees, suppliers, customers, etc.) and develop a
stakeholder / actor strategy
 Contribute to developing and implementing a CRM
strategy
 Apply critical RM principles and models to increase an
organization’s competitive advantage
General competence
A central aspect of the course is the point of intersection between
creating loyal customers through relationship marketing, and the
interaction between the different players and stakeholders in the
market viewed from a strategic perspective. The student will gain
general competence and understanding in these key areas.
7. Course content
The course consists of three main parts:
The first part deals with the concept of relationship marketing
versus traditional marketing, and it relates also to the course
Marketing which is taught in parallel with Relationship
Marketing. A key goal is to understand both the similarities and
distinctive features of relationship marketing compared to
RMØ1100 Relationship Management
. Page 1 of 3
Approved in UUV-case 76/11
Valid from 2011-12
Last updated in UUV-case 57/13
classical marketing. Emphasis is placed on an understanding of
the basic term relationship, and on providing a thorough
overview of relationship processes. Moreover, the usefulness of
relationships for an organization both financially and strategically
is focused on.
The second part focuses on the value-creating network which an
organization is a part of. Key relational partners, including
customers, employees, suppliers, etc., are included in a network
context, where the target is increased competitiveness and
sustainable competitive advantages.
The last part of the course focuses on the managerial aspects of
relationship marketing and CRM, as well as management systems
and behavioural patterns.
8. Method of instruction The course includes lectures and discussions, case studies, group
presentations and individual presentations.
Students are expected to expend considerable effort.
9. Liaison with society
and business
In order to build an even closer relationship between trade and
business and academia, beyond the academic and work-related
skills lecturers already possess, the course will include the
following:
- Guest speakers from business and industry
- Relevant business cases
The group examination is designed so that students proactively
make contact with various companies.
10. Assessment
Home examination / project (2-12 weeks) in groups of 2-3
students, which counts 40 % of the final course grade. All
examination aids allowed.
Written individual three-hour final examination, which counts 60
% of the final course grade. No examination aids allowed.
11. Required reading
Christopher, Martin, Adrian Payne and David Ballantyne. 2002.
Relationship Marketing: Creating Stakeholder Value.
Oxford: Butterworth-Heinemann. ISBN: 9780750648394.
Pages: 242. Price: NOK 369.
A compendium for RMØ1100 Relationship Marketing is sold at
Norli, Kirkegata, and contains:
Brink, Annieke and Adele Berndt, ed. 2008. ”Planning a CRM
strategy.” In Relationship Marketing and Customer
Relationship Management, 174-198. Lansdowne, South
Africa: Juta & Company. ISBN: 9780702177392.
RMØ1100 Relationship Management
. Page 2 of 3
Approved in UUV-case 76/11
Valid from 2011-12
Last updated in UUV-case 57/13
12. Recommended
reading
Brink, Annieke and Adele Berndt, ed. 2008. Relationship
Marketing and Customer Relationship Management.
Lansdowne, South Africa: Juta & Company. ISBN:
9780702177392. Chapters 1-9.
Foss, Bryan, Merlin Stone and Yuksel Ekinci. 2008. “What
makes for CRM system success – Or failure?” Journal of
Database Marketing & Customer Strategy Management,
15(2):68-78. Business Source Premier (33138057).
[Available to students and employees of Oslo School of
Management via Ebsco:
http://search.ebscohost.com/login.aspx?direct=true&db=
buh&AN=33138057&site=ehost-live&scope=site]
Peelen, Ed, Kees van Montfort, Rob Beltman and Arnoud Klerkx.
2009. “An empirical study into the foundations of CRM
success.” Journal of Strategic Marketing, 17(6):453–471.
Business Source Premier (46776927). [Available to
students and employees of Oslo School of Management
via Ebsco:
http://search.ebscohost.com/login.aspx?direct=true&db=b
uh&AN=46776927&site=ehost-live&scope=site]
RMØ1100 Relationship Management
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