Santykių rinkodara (MNG153)


Students will acquire, apply and, on reflection, critically evaluate the usefulness of relationship marketing theory to organizations. As a result of this they may contribute to the development of such theory. Participants will be encouraged to understand relationship marketing theories and, in discussion with their peers, consider the application of such theories to organization through case analysis. They will be required to prepare an article PP presentation, a case analysis paper and PP presentation to demonstrate their ability to apply theory to that organization and critically review the relevance and validity of such theory to the situation. They will be encouraged to contribute to the development of such theories.


This module is concerned with the understanding of marketing strategies aimed at delivering quality, securing repeat business and generating customer loyalty. All these elements form the foundations for successful customer relationship marketing.

Leaqrning outcomes

  • Knowledge and its application.  Describe the main organizational behavior theories and apply them to the practical issues.
  • Analysis. Analyze a company and select appropriate relationship marketing tools to solve the situational problems.
  • Research skills. Conduct the analysis of a company internal and external situation by employing data analysis frameworks: SWOT, PESTEL
  • Special abilities. Apply a systematic, critical and constructive thinking in relationship marketing problem identification and use a cognitive theoretical framework.
  • Social abilities. Communicate and work effectively in an intercultural and interdisciplinary group. 
  • Personal abilities. Demonstrate independent learning skills necessary to continue studies on a higher level.
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