1. Relationship marketing
Master Program
Tretyak Olga Anatolievna, professor
Rebiazina Vera Alexandrovna, associate professor

2. How Relationship Marketing course will be thought?
Teaching Methods:
Lectures
Guest lecture
Seminars
Projects
Group work
Exercises
Presentations
Case studies

3. COURSE GRADING POLICY Participation and contribution 20%
Colloquium %
Individual project %
Group project %
Final exam %

4. 1. Participation and contribution
20% - participation and class assignments
2 class assignments: 15 first minutes of some seminars
Please, don’t be late for the class!!!
All the time the question for the class assignment will be devoted lectures class materials

5. 2. Colloquium 10% Date: 2nd module
Discussion on the topics of Relationship marketing, you should be prepared

6. 3. Individual project 15% Power Point presentation (20 minutes)
Peculiarities of relationship marketing practices (one of the course topics) on the base of experience of a company of your native country.
Each project presentation has to start with the clear objective and problem definition to be analyzed and include structured outcomes and conclusions both theoretical and practical.

7. 4. Group project Power Point presentation (30 minutes)
Handouts (if possible)
You should form 3 groups of 3-4 people
Choose a company you will take as an example
Work out a relationship marketing strategy based on all the topics covered during the course
Make a presentation with you findings

8. 5. Final exam
a selection of questions based on all course issues and materials:
relevant textbook chapters,
lecture and seminar material,
cases discussed etc.
essay type questions.

9. COURSE STRUCTURE Topic 1. Relationships in Marketing
Topic 2. Partnerships and Collaborations
Topic 3. Managing the relationship
Topic 4. Relationship marketing practices – European and Russian perspectives

10. COURSE CONTENT (1) Topic 1. Relationships in Marketing
Basics of relationship marketing theory
The genesis of relationship marketing approach
Relationship drivers and relationship economics

11. COURSE CONTENT (2) Topic 2. Partnerships and Collaborations
Customer partnerships
Supplier partnerships
Industry and external collaborations – network approach in marketing

12. COURSE CONTENT (3) Topic 3. Managing the relationships
3.1 Developing relationship marketing strategy
3.2 Relationship technology
3.3 Relationship management

13. How to use Relationship Marketing in practice?

14. Welcome to Relationship Marketing course!