Relationship marketing (2017/2018)

Course partially running (all years except the first)

Course code
Name of lecturers
Paola Signori, Federica Bressan
Paola Signori
Number of ECTS credits allocated
Academic sector
Language of instruction
Secondo Semestre Magistrali dal Feb 26, 2018 al May 25, 2018.

Lesson timetable

Go to lesson schedule

Learning outcomes

The main purpose of this course is to get students to think about Relationship Marketing from a strategic point of view, in order to ehnance their abilities to remember, understand, and apply the main concepts of Relationship Marketing (Relations, Networks, Interactions) adopting a Service Management focus. Analytical thinking is provided through multiple case study analysis, included some guided tours to local companies. Knowledge application will be tested through group projects.
Adopting an interactive teaching methods, this course also aims to develop participants' soft skills, in particular: cognitive (i.e. problem solving), relational (i.e. customer orientation, communication, conflicts management, team work, team management), organizational (i.e. project management, goal setting, planning, control).


- Relational approaches to marketing
- Classic market relationship
- Special market relationship
- Mega relationship
- Nano relationship
- Do RM and CRM pay?
- RM: teh network organization and the network society
- The genesis of RM and CRM
- RM and CRM provide a new paradigm
- new trends
- case studies.

Teaching methods:
Lessons will be given in Italian, using experiential learning approach and interactive teaching. Three project woks will be developed during the course: a survey, multiple case study (with interviews and guided company tours), and a relationship marketing "business plan" to solve a specific problem for a given company.

Suggested readings in English:
Gummesson, E. (2011). Total relationship marketing. Routledge.

Reference books
Author Title Publisher Year ISBN Note
Gummesson Evert Marketing Relazionale Hoepli 2006 88-203-3506-9

Assessment methods and criteria

This exam consists of a final oral exam and a series of project work to be held during the course.
During the course some group projects will be conducted, whose evaluation will be included in the final vote.
The three project work consist of:
1- SurveyMonkey online SurveyMonkey CAWI (Computer-assisted web interviewing) survey on selected companies / industries (Ateco codes) from the AIDA database (20% of the final grade);
2 - Critical and proactive relationship of qualitative research based on interviews made during company visits and subsequent manual coding or software supported coding (eg Atlas.ti or Nvivo) (20% of the final grade);
3- applied relationship marketing project (20% of the final grade).
Non-attending students are however advised to carry out the proposed projects or at least the applied project.

The final vote will then be calculated, with two different options:
Option 1: 20% grade project1; 20% grade project2; 20% grade project3; 40% theoretical test (written) and final oral exam (optional, complete or in replacement of one project).
Option 2: 80% oral exam evaluation; 20% applied project grade.

The methods of examining the Relationship Marketing course involve carrying out a series of activities and tests during the course. The thirty-second evaluation of the various tests verifies: exhibit clarity, synthesis skills, professionalism (Relationship Marketing knowledge), critical ability (reading in line data, not just comment on numbers), proficiency (suggesting some solutions to business problems highlighted above).

The evaluation of Relationship Marketing examines therefore the breakdown of a number of skills that have been developed during the course:
- conceptual knowledge (theoretical exam);
- know how to apply (executive report on company visits and interviews).
- the ability to re-elaborate critically (survey report);
- knowing how to do (applied project).
And finally, other soft skills will be showed with active participation to day-to-day activities, group projects, relationship with teacher / companions / companies / FSU (Fondazione Studi Universitari di Vicenza), through adopting a personal relational style during and after the course.