Relationship Marketing - unit guide by Elvira

BA (Hons) Marketing Communications BA (Hons) Advertising BA(Hons) Public Relations

Level H Option

Relationship Marketing

Unit Guide 2016-2017

Unit leader: Dr Fiona Cownie Room W433Weymouth House , 01202 965104, fjcownie@bournemouth.ac.uk

Continued

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Hello Welcome to the Relationship Marketing unit. I hope that you find it a valuable part of your final year studies at the Faculty of Media and Communication and that for some of you, the ideas and approaches we use, will be helpful underpinning for your Dissertation. Feedback from students in the past has, happily, been positive. To reassure you (as few of you will have met me before), I have included the feedback from students from the previous cohort in Appendix 1. In summary, mid unit monitoring elicited the following responses: ‘Overall I am satisfied with this unit’: 98% students agreed. ‘I would recommend this unit to other students choosing their final year options’: 100% student agreed

As a result of student feedback two years ago I have added an extra lecture to the unit delivery, but I should emphasise the importance of the two hour interactive seminar/lecture sessions in the unit delivery. I very much value your feedback and will seek your thoughts mid unit (so I can do something to address any concerns you might have) and will feedback back on your comments on myBU (‘responding to your feedback’ tab) and in class. Our external examiner was very positive about the unit highlighting the following: Comprehensive unit – clear that lots of hard work; Detailed unit guide and mybu; Theory and practice clear; Getting level of student output is excellent; Very good feedback; Very good work from students; Fair marking and well justified. He recommended: Take out the generic assessment criteria from unit guide; Hard to find to paperwork for moderation.

Material for this unit will be available on myBU, but in addition we will use a Facebook group, Bournemouth Relationship Marketers and a wordpress blog ‘RMtheory2practice’. We will also tweet with the #burm16. You have access to previous students’ ideas, and of course contacts to alumni now working in the industry which might be helpful to you. I hope you’re happy to join the group and blog and contribute to discussions and postings. I will be directing you to read previous students’ dissertations about the topic areas we cover in class.

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I hope that this will help you in the unit and also help in your preparation for your own dissertation. I will be using Turnitin for the electronic submission of your written work via myBU. I will ask our learning technologist to join us prior to your hand-in so that you are clear about the system. When your work is marked, you will be able to access both the mark and an annotated copy of your work with my comments, through myBU. You will find comments in the text of your work and at the end of your work, alongside an assessment feedback sheet, also available via Turnitin. You will deliver your presentations in class and we will ask you to upload those to the student wiki on myBU. Finally, in teaching Relationship Marketing, I hope to practice all the ideas which we will be talking about – key thoughts of the trust, commitment and reciprocity we all bring to the teaching and study of this unit, a recognition of the importance of communication between ‘relational partners’. It would be good to see you engage in the same way. If you need to find me, I am located on the fourth floor of Weymouth House. Tutorials are held in Fiona’s office. I am very much looking forward to our study together and wish you well in your last year at Bournemouth University. Kindest regards Dr Fiona Cownie Unit Leader, August 2016.

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1.0

AIMS OF THE UNIT

Understanding relationship marketing is becoming increasingly important given the challenge of attracting, developing and retaining customers within a competitive environment (both for-profit and non-profit organisations). The aim of this unit is to provide an opportunity for conceptual analysis of the scholarship within relationship marketing and a consideration of the implications of this analysis for relationship marketing practice.

2.0

INTENDED LEARNING OUTCOMES

Having completed this unit you are expected to be able to: 1. Critique and employ the body of knowledge within relationship marketing to develop an argument about RM theory and/or practice; 2. Create conceptual frameworks which underpin RM practice; 3. Analyse the opportunities and challenges inherent in implementing RM practice.

3.0

TEACHING AND LEARNING

The central focus for the delivery of this unit are two hour blocks of lecture/seminar teaching delivered by myself which provide flexibility to the learning environment. You will attend one of the two hour blocks each week. Students are encouraged to actively contribute their ideas. Sessions in the first half of the semester will seek to develop studentsâ&#x20AC;&#x2122; analysis of issues into conceptual frameworks and identify the implications for industry practice. In addition to the regular two hour lecture/seminar, you will each have two individual tutorials with me to support your assignment. Your first tutorial will give you an opportunity to define and refine your assignment topic with me. In your second tutorial we will go through your draft presentation and I will provide you with formative feedback to help you develop your best work. You will present the key ideas which emerge from your assignment to your peers. We will have additional slots (that is a total of eight hours per week, of which you are expected to attend four hours, but welcome to attend the entire eight hours) in the final three

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weeks before the Christmas break in order to allow you to attend presentations from the group. An additional weekly one hour lecture will be delivered from the beginning of the unit to the start of the presentations. After Christmas we will revert to the two hour blocks which will focus on revision. Finally, there is a weekly tutorial slot in my office for you to come to chat about any questions you have about the unit content or assessment. To support you in your studies is a Facebook group ‘Bournemouth Relationship Marketers’ which I’d like you to join and contribute to. I’ll post discussion threads there and feel free to post links to relevant information for the unit. I’ll be asking you to select a company in which you can become an ‘expert’. My expectation is that you will do some research on that company and then be able to apply the ideas we talk about to that organisation’s context, sharing your thoughts with the group within our teaching sessions and posting on the blog RMtheory2practice. Together our expert companies comprise a ‘glitter ball’ of ideas to illuminate our discussions. If you choose to, you can then use your expert organization as the context for your assignment, but this isn’t necessary. You’ll find on myBU under unit materials, the powerpoint slides of the lectures plus links to three podcasts which are designed to help you when you’re thinking about your assignment. The podcasts are of discussions with students about the three areas: 

Your presentation



Assessment criteria



Developing your idea

MyBU also contains examples of student presentations from last year’s students within the wiki in unit materials. You might find these helpful to guide you thinking. Readers edited by previous cohorts provide examples of very good written work which are invaluable, to help you understand the type of work you can engage in, and how you might sensibly structure that work. Can I remind you that it is critical that you do not plagiarise other students’ work. Remember to source all ideas which have come from other sources, both

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within the text and references of your work. Plagiarism is a serious academic offence which is taken very seriously particularly at level H – any suspected cases of plagiarism will be taken to the Faculty academic offences panel which can administer a variety of penalties. You should make sure that going into your final year, you are familiar with the Harvard system of referencing and the University’s assessment offence regulations. If you are unclear about this, please feel free to attend a tutorial with me and I will help you.

4.0

INDICATIVE UNIT CONTENT

The types of areas we will be looking at within the unit will embrace the following: Development of the relationship marketing discipline, ethical approaches to relationship marketing, authenticity and relationship marketing, analysis of the marketing relationship, engagement, trust within relationship marketing, commitment within relationship marketing, reciprocity and gratitude, using the marketing relationship to develop advocacy, online and offline contexts for relationship marketing practice. Contexts for RM practice: including charity and HE.

5.0

ASSESSMENT

First, the official bit… 5.1

Summative Assessment

ILOs 1-3 will be assessed by coursework (60%) and ILOs 1 and 3 will be assessed by examination (40%) Indicative Assessment Information Coursework comprises two sub-elements: a written report equivalent to 40% of the total unit mark (equivalent to 2,000 words) and an individual presentation equivalent to 20% of the total unit mark (equivalent to 1,000 words). The 2hr examination is partial open book (equivalent to 2,000 words) worth 40% of the unit mark.

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And now, a bit more detail… 5.2

Indicative Assessment

Students submit a written piece of coursework equivalent to 2000 words and a synoptic version of the same piece of work in the form of a presentation to peers, equivalent to 1,000 words ( together worth 60% of the unit mark). The assignment brief is included within this document. The examination takes the form of a 2 hour examination and is equivalent to 40% of the unit mark. A copy of the last five years’ exam papers is included within this document. They give you an idea of the types of questions which might be asked of you.

5.3

Formative Assessment

Your first tutorial will provide an opportunity for me to give you formative feedback on your assignment question and to help you articulate and focus it into an honour’s level piece of work. I will give you formative feedback on your presentation within the second of your tutorials. Attendance at these tutorials is essential. 6.0

ASSIGNMENT

Identify a focused area within Relationship Marketing and prepare an in-depth critical analysis of your topic supported by evidence of wide reading. The key to success is focus, on an issue, question and area of application - this will allow you to provide sufficient depth of analysis and critical debate. You should think of your work in terms of both concepts and context. By concept I mean the conceptual framework you seek to use or develop within your work. By context I mean the area of application of your analysis, which will indeed inform the development of that conceptual framework. Your context might emerge from your expert company, but it doesn’t have to. You might focus on a case study, or look at a market sector or section of consumers. Your work will articulate an argument which addresses your chosen area of research.

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Your assignment will take the form of a ten minute synoptic presentation which should be posted online, and a 2,000 word support document. Both of these elements are part of the same piece of work – they are different ways of communicating the same information and ideas. I recommend that you follow this procedure: 1. Decide on a general area of interest to you for example commitment. Search for reading on commitment – you can use the recommended and additional reading in this unit guide. Identify an issue which seems pertinent and of interest to you, for example the evidence of commitment within the student body. 2. Put together a title for your assignment for example 'An analysis of the evidence of commitment within students’ experiences of higher education’. Check that your chosen research addresses the learning objectives identified above. Your research should then embrace the review of theoretical ideas, empirical research data and market data. You do not have to conduct primary research for this piece of work. Think of it as similar to a literature review. 3. I will schedule tutorial sessions during the first half of the autumn term (w/c 19 October 2015) , book a tutorial with me to discuss your chosen topic and its link to the learning objectives. Bring with you a list of articles you have already consulted and a synopsis of issues you think would be appropriate to include in your response. I will give you advice and further direction for reading if required. You may like to contact the subject librarian for further help on appropriate reading before we meet. Please note that you should ensure that your selected assignment topic does not duplicate any other assignments you may be undertaking for other final level units or indeed your dissertation. Duplication of your own work constitutes self-plagiarism which will be penalized under the assessment offences regulations. You can refer to ideas you have presented in other work, but you should reference yourself as you would any author. 4. Prepare a ten minute synoptic presentation of your ideas including opportunities for interaction with your audience. This should focus on the clear articulation of your argument supported by evidence from both scholarship and industry examples. You aren’t delivering a theory lecture. Think about how you intend generate interaction with your audience: you might bring in some stimulus materials. Presentations will

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be scheduled during the last three weeks of term: you will present to half your cohort, and attend the presentations of that half of your cohort. Please note that you are may have completed your presentation before the final hand-in date of your accompanying report. 5. Prepare a 2,000 word document supporting your debate. This should be presented in the Harvard style (see the end of this unit guide), and should demonstrate a breadth of reading. You should submit the document by Monday 28 November 2016.

6.1

Past student work

You will be able to find on myBU examples of previous student presentations. These are from last five years’ students and from the previous unit Direct and Relationship Marketing. Have a look at these to get a sense of how students tackled their question and went about presenting their findings. In previous years our students and I have produced an edited reader comprising work from the cohort.

The readers are called ‘Current thinking by Bournemouth Relationship

Marketers: a co-created reader’, ‘Bournemouth University Students’ thoughts on Relationship Marketing: Class of 2014’, ‘Students’ thoughts on Relationship Marketing in 2012-13’ and ‘Bournemouth University Students’ thoughts on Relationship Marketing in 2011’ and are available on both myBU (unit materials) and through the Facebook group. To give you an idea of the types of topics students worked on in the last couple of years which are relevant to your Relationship Marketing unit, the following are a selection of titles: From last academic year: An analysis of Taylor Swift as an authentic communicator amongst her relational network. An analysis of Airbnb’s approach to generate and sustain trust amongst its customers An analysis of The Honest Company’s use of transparent communication to develop and sustain trust amongst its consumers An analysis of Pampers’ relational strategies to initiate , develop and sustain trust and commitment amongst their consumers.

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An examination of ASOS’ use of personalized relational strategies and their impact upon consumer trust An analysis of Neal’s Yard use of ethical relational strategies to develop and sustain engagement amongst its consumers. An analysis of online reviews and their impact on leisure consumers’ trust within the UK independent hotel sector. An examination of Paddy Power’s use of social media to develop engagement amongst its consumers. An examination of the impact of the I_C partnership on Innocent’s practice as an authentic relationship marketer within its buyer and internal partnerships. An examination of Boots relational strategies and their impact on the development of affective commitment amongst its consumers. An exploration of B&H ethical practices and their impact upon affective commitment amongst their relational network. An examination of British Gas’s management policies and practices’ and front line employees’ role in building consumer trust . An analysis of JW Marriott’s relational strategies and their impact on affective and calculative commitment amongst business An examination of how Lush’s ethical values and practices build and sustain trust amongst its consumers. An analysis of Oreos’ use of event based twitter and instagram real-time relational activity stimulates customer engagement. An analysis of Ely Lilley’s approach to using shared values to develop relational exchanges between sales reps and health care professionals. An examination of World wide timeshare hypermarkets’ approaches to developing trust amongst its relational network. An examination of Worldwide Timeshare Hypermarket’s use of personalised, transparent communication to develop trust amongst its consumers. An examination of Tesla’s reactive communication approaches in following crisis situations and their impact on trust building with end consumers An analysis of The Body Shop’s shared values and their impact on consumers’ normative and affective commitment. An examination of Glastonbury Festival’s use of ethical relationship marketing strategies and their impact on commitment across its relational network. An examination of Ella’s kitchen’s use of relational marketing strategies to build and maintain trust with their customers.

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An examination of Good Energy’s ethical relationship marketing practices and their role in supplier and buyer partnerships. An analysis of relational strategies targeted at upscale consumers and their impact on customer gratitude and entitlement. An analysis of Boots’ Advantage scheme’s rewards and their impact on the development of customers’ affective commitment and gratitude. An analysis of Pret sustainability strategies on the development of consumer commitment and word-of-mouth activity. An analysis of Ebay use of relational online strategies to build trust between buyers and sellers. An analysis of Asos’s approach to service augmentation and its impact on consumers’ affective and value based commitment.' An analysis of Birchbox’s use of personalized relational strategies on the development and sustenance of consumer trust. An analysis of the nature and impact of privacy concerns on users' trust in Snapchat. An analysis on the nature of Pret’s ethical values and behaviours and their impact upon consumers’ affective commitment. An analysis of Google’s ethical values and behaviours and their impact on trust across the relational network An analysis of the impact of Zizzi’s relational strategies and their impact on consumers’ gratitude and generation of eWOM. An examination of Time Out’s role of promoting ewom within the London restaurant sector An analysis of the nature and role of shared values within Dove's approaches to generating customer engagement." An examination of NFL’s use of experiential relationship marketing strategies to authentic marketing relationships amongst its UK fan base. An analysis of VW’s relational approaches to sustaining and rebuilding trust amongst its consumers following the emissions crisis. An analysis of UBER’s approaches to developing and sustaining trust within its consumers and front line employees An ethical analysis of Red Bull’s values and behaviours and their impact on consumer trust/commitment. An analysis of O2’s relational strategies and their impact on consumers’ affective commitment. An analysis of The Chapar's use of personalized relational strategies to build affective, normative and calculative commitment amongst its consumers.

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An analysis of British Airways’ authentic relational strategies and their impact on affective commitment amongst BA’s consumers. An analysis of random acts of kindness within the retail context and their impact on consumers’ gratitude and word-of-mouth behaviours. An analysis of the nature of trust and trust building processes within new start-up companies’ buyer and supplier partnerships An analysis of Hotel Chocolate’s ‘tasting club’ and its impact on the generation and sustenance of customer engagement. An analysis of Apple’s use of relational strategies as drivers of consumer-company identification and their impact on consumers’ affective commitment. An analysis of Prana’s authentic relational strategies and their impact on consumer commitment. An examination of SFC’s relational strategies and their generation and sustenance of customer engagement amongst its fan base. An analysis of Lidl’s authentic shared values and their impact on consumers’ satisfaction and affective commitment. An analysis of PETA’s shared values and their impact on trust across its relational network.

So LOTS of ideas, hopefully demonstrating you can take your assessment into a conceptual and contextual area which interests you, could be your placement company, could be an organization you admire, could be an organization you’d like to work for. Remember, the presentations accompanying the work are on myBU under student presentation wiki (look for 2015-16 page for last year’s presentations). Appendix 3 provides you with further examples of previous student work which might help you develop a topic which interests you but also addresses the demands of the unit.

6.2

Assessment criteria

The synoptic presentation will contribute 40% of the overall coursework mark, the document the remaining 20%. I will be looking for evidence of the following in both parts of the assignment:

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critical analysis;

integration of theory;

appropriate use of contemporary examples;

appropriate presentation style.

The criteria are amplified in the tables overleaf and will be referred to when I give you feedback on your work. You should ensure that you understand these criteria clearly when you embark on your assignment. If you are uncertain about the criteria, please ensure that you discuss the criteria with me during our tutorial session. Note, that whilst the same criteria are used for both elements of your assessment, the balance is slightly different for the report and synoptic presentation.

6.3

Timing

You will be formally briefed on your assignment during the first lecture and seminar, week commencing 26 September 2016. You should sign up for a presentation date by Friday 14 October. Your tutorial will be during week commencing 17 October â&#x20AC;&#x201C; again you can sign up on w/c 10th October. It is essential that you attend the tutorial during that week. If you choose to forego this opportunity you wonâ&#x20AC;&#x2122;t get access to an alternative tutorial slot. The presentations will take place during weeks commencing 21 and 28 November, and 5 December 2016. Non-attendance at seminars by presenters or audience will not be tolerated, indeed any student who misses more than one weekâ&#x20AC;&#x2122;s presentations may have 5% deducted from the mark allocated to his or her piece of work.

Non-attendance at your

presentation will result in a mark of 0% for that part of the coursework. The deadline for your written report is noon, Monday 28 November 2016. Please submit your work electronically through Turnitin. You do NOT need to provide a hard copy of your work to the student support desk. I expect you to have uploaded your presentation to the wiki on myBU by the end of the day in which you present. The following two tables demonstrate how the assessment criteria are applied for the report and presentation respectively.

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Assessment Criteria

Good answer

Fair answer

Poor answer

Strong levels of critical

Work shows some critical analysis.

Work is descriptive. Ideas are

analysis are present. Student

Ideas from lectures and the

presented in an uncritical way.

interrogates the literature,

literature are questioned and

Issues and their implications are

seeking out inconsistencies

debated. Evidence is provided to

not identified. Unsupported

between theory and resolving

support assumptions and

generalisations made. No clear

these with strong logic and

conclusions. Implications of issues

argument evident.

debate. Implications of issues

are not fully identified .An

are considered. Work is well

argument is evident, but perhaps

evidenced throughout. A clear

not evidenced throughout.

REPORT Level of critical analysis. If your work does little more than describe, or repeat ideas from the key texts you can expect a very low mark. You need to show a real understanding of the subject you have chosen.

60%

argument emerges, well evidenced throughout Integration of theory. Work should show a good understanding of academic theory and identify the key researchers in the area you are studying. You should always use the Harvard system to reference.

Work shows a comprehensive

Works shows a reasonable

Little or no theory is used.

understanding of relevant

understanding of the key theory

Where it is, it tends to be

theory and this informs the

that relates to the area under

simplistic and descriptive.

whole study. A clear

investigation. Theory is used to

Theory adds little to the ideas

conceptual framework is

develop ideas and acts as a

investigated. Little evidence of

developed. Student may have

conceptual foundation to the

wide reading.

adapted or developed theory

investigation. Some evidence of

in light of the investigation.

reading beyond core texts and

Good evidence of reading

articles.

20%

within scholarly journals. Appropriate use of contemporary

Examples are developed to

Some good examples are used to

Few examples are used and

examples.

illustrate key points,

illustrate key points, but some of

they are underdeveloped. Those

demonstrating ability to apply

these will be ‘classic’ examples

examples which are used are

new ideas to practice.

from key texts. Student shows that

taken from lectures.

Examples are well explained

they can apply theory to practice

and original. They have been

through use of examples.

Avoid reliance on examples straight out of text books . Use of examples demonstrates that you understand how to apply theory.

10%

well researched. Structure and presentation of work.

Clear structure. Introduction

Clear structure with introduction,

Work is poorly structured.

You will be heavily penalised for spelling,

explains context and

development of arguments, and a

There is little or no

punctuation and grammatical errors. You

introduces key ideas. These are

good summary and conclusion.

introduction, order of

must reference using the Harvard

then systematically developed

Work is easy to read and has a

arguments confused, perhaps

referencing system – reference in text and

in a logical order. Key issues

logical order.

with repetition. Weak

provide a list of references at the end of the

are sign-posted . Conclusions

work. Please use your appendices

are logical. Appropriate use of

appropriately. Nothing central to the

appendices

10%

conclusions that might .

introduce new information.

argument should be just in the appendix.

Assessment Criteria

Good answer

Fair answer

Poor answer

RELATIONSHIP MARKETING of 96 PRESENTATION Level of critical analysis You must show a critical eye on your chosen subject with a clear underpinning conceptual framework and the identification of implications of your work

Strong levels of critical

Work shows some critical analysis.

Work is descriptive. Ideas are

analysis are present. Student

Ideas from lectures and the

presented in an uncritical way.

interrogates the literature,

literature are questioned and

Issues and their implications are

seeking out inconsistencies

debated. Evidence is provided to

not identified. Unsupported

between theory and resolving

support assumptions and

generalisations made. No clear

these with strong logic and

conclusions. Implications of issues

argument evident.

debate. Implications of issues

are not fully identified .An

are considered. Work is well

argument is evident, but perhaps

evidenced throughout. A clear

not evidenced throughout.

40%

argument emerges, well evidenced throughout Integration of theory. Work should show a good understanding of academic theory and identify the key researchers in the area you are studying.

Work shows a comprehensive

Works shows a reasonable

Little or no theory is used.

understanding of relevant

understanding of the key theory

Where it is, it tends to be

theory and this informs the

that relates to the area under

simplistic and descriptive.

whole study. A clear

investigation. Theory is used to

Theory adds little to the ideas

conceptual framework is

develop ideas and acts as a

investigated. Little evidence of

developed. Student may have

conceptual foundation to the

wide reading.

adapted or developed theory

investigation. Some evidence of

in light of the investigation.

reading beyond core texts and

Good evidence of reading

articles.

10%

within scholarly journals. Appropriate use of contemporary examples. Choose a context to illustrate your work – this should be clear and application of your ideas to this context should be evident. Implications for your context

Examples are developed to

Some good examples are used to

Few examples are used and

illustrate key points,

illustrate key points, but some of

they are underdeveloped. Those

demonstrating ability to apply

these will be ‘classic’ examples

examples which are used are

new ideas to practice.

from key texts. Student shows that

taken from lectures.

Examples are well explained

they can apply theory to practice

and original. They have been

through use of examples.

20%

well researched.

should be identified. Structure and presentation of work.

Clear structure. Introduction

Clear structure with introduction,

Work is poorly structured.

Presentation style within seminar should

explains context and

development of arguments, and a

There is little or no

be stimulating and should engage the

introduces key ideas. These are

good summary and conclusion.

introduction, order of

audience during the presentation and

then systematically developed

Work is easy to read and has a

arguments confused, perhaps

discussion of issue. You will be penalised

in a logical order. Key issues

logical order.

with repetition. Weak

for spelling and grammatical errors. Use

are sign-posted . Conclusions

the Harvard system of referencing within

are logical. Appropriate use of

your presentation

appendices

conclusions that might .

introduce new information

30%

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Frequently Asked Questions (adapted from Molesworth, 2001)

Thanks to Mike Molesworth the originator of this FAQ which is getting rather old, but is still I think of value. This version incorporates slight amendments to reflect the nature of this unit. I’m doing something on RM for my dissertation, can I use my dissertation work on this assignment? No! This must be an original piece of work that does not duplicate other work. If you are doing your dissertation on RM, use this assignment to develop your understanding in a different aspect of RM. The last thing you would want is a letter explaining that your dissertation is the subject of a potential assessment offence as parts of it duplicate any part of this coursework. I can’t find academic articles that relate to my topic because it is such a new area. Does this matter? I don’t believe you! You should look for theoretical ideas that inform your topic, rather than articles on the exact topic. To get a good mark – or even to pass – you will need to demonstrate that you can put theory into practice. How do I reference information on the Internet? The first thing that I would say about this is that you should consider the credibility of any information found on the web before you use it. Often information on the web has little academic value – in fact, the reason that it is published on the web, might be that credible journals or other publications would not publish it. Try to stick to sources that are familiar or have obvious, credible authors. For details of how to reference material see the university library website, or make an appointment with your subject librarian. How do I use appendices? The criteria clearly state that a good assignment should use appendices appropriately. Appendices are for supplementary information and will be treated as such when it comes to marking. This approach will almost certainly mean that you will lose marks! Think of it this way: if your argument, ideas, or conclusions require the reader to view the appendix, it probably shouldn’t be an appendix. I have read the assessment criteria, but I still don’t really understand how to get a good mark. What should I do? Actually, I wish more students would ask this question. You might start by making an appointment with the unit tutor and discussing the criteria with them. You could also go and see your learner support tutor, or attend the appropriate learner support workshops, details of which are normally posted on your notice board. It might also be helpfully to read previous feedback sheets to see if there are consistent comments about your approach – you might then identify your personal weaknesses. Finally, it might help to discuss the criteria with your friends – especially those that you know get higher marks!

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I am always told that my referencing is poor and that this has lost me marks. What should I do? Check that you are using the Harvard system, details of which are usually found in your level guides. You will also find a more comprehensive guide on the university library website. I am often told that my work is descriptive, but I don’t really understand what this means What is the difference between description and analysis? Understanding the difference between description and analysis is one of the most important aspects of higher education success – but also the thing that most students struggle with. Let’s start with description. Your work is descriptive if you merely state a series of facts. These facts may all be true, they may also be well researched and entirely relevant to the work that you are doing, but on their own, facts can never get a mark in the 60’s! One thing that I do notice that some very good students occasionally produce a very descriptive piece of work out of a desire to demonstrate just how much they have read about a subject – ie they fill the word limit with as many references and facts as possible. These students are then usually desperately disappointed with their mark, given the amount of effort that they have put into the work. Ironically, I also sometimes get a good student who gets a great mark (in the 60’s) and then declares that they rushed the assignment at the last minute. Two things have probably happened here: 1) they have absorbed more knowledge about the subject than they realised; and 2) having less ‘facts’ meant that they had naturally filled the word limit with analysis. I can’t recommend this strategy of course, it has the obvious danger of not knowing enough about the subject and is just as likely to result in a very low mark. Of course the best marks go to those students who have researched the topic and then thought about creating an analytical account in their assignment. So what is analysis? At the heart of it is the ability to construct a reasoned and balanced argument about the topic that you are examining. This means interrogating the facts, looking for inconsistencies in the evidence and explaining why these may exist. Having thoroughly debated the issues, a good analytical assignment will then draw logical and well evidenced conclusions. For example, a student might write the following about web advertising: “The Internet is growing faster than any other media in history with over 20m users in the UK (Forrester Research, 1999), therefore UK businesses should start using it for marketing communications. Many companies now have websites and many also use banner advertising on other sites. Banners are small ads usually placed at the top of websites, but there are now other formats as well. Website banners are very useful for driving traffic to a site which is often very important for the success of a site. Advertisers can buy banner ads on many different sites according to their target audience. ”. This is descriptive. It doesn’t really tell me why UK businesses should use the Internet and banner advertising, or

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explore the limitations of use. There is no argument or analysis. Analysis might be: ”Research by Forrester Research (1999), now estimates the number of UK Internet users at over 20m, or approximately 40% of the population. Although this is still considerably less that the penetration of TV or radio (98% penetration), it is a large enough figure to make the Internet a serious consideration as a tool for marketing communication, especially as web users tend to be more affluent than the population in general (Mintel 1999). However, unlike other media, users of the web actively select the information they receive (Hoffman & Novak, 1996) and this complicates the decision to use the Internet for advertising. Appropriate criteria for the evaluation of banner advertising must therefore be considered and these may be different from the criteria used to select advertising in non-interactive media, etc.…..” . Hopefully you can see how this approach starts to construct an argument. When reading through your work, stop at the end of a statement and ask yourself why this should be so. If your assignment doesn’t tell you, then you have probably been descriptive. I can never think of good examples to illustrate my ideas. Where do good examples come from? Examples help with analysis if explained correctly. Good examples come from your own observation and are normally clear evidence of your ability to apply the theory that you have learnt. That is why they are so important and can help to get you high marks. If you want to illustrate a point, think about your experience to see if anything fits in with your ideas. You might also do primary research (e.g. look on the web, for examples of websites to illustrate your ideas). Remember to explain not merely state examples. An extension of use of examples is more formal benchmarking – the comparing of different examples against fixed criteria and you might also consider this approach. No examples mean no marks for examples. I am told that I miss-use quotes – when should I use them? Students sometimes use direct quotes because they cannot express an idea in their own words. As a marker, I might therefore question whether you understand the point being made in the quote. Quotes should always be accompanied by your explanation of the meaning of the quote. Some of the best direct quotes are definitions or conclusions of someone’s arguments. You should also aim for no more than 10% of the word in your assignment to be direct quotes. NB: copying from another text without using quotation marks is plagiarism and is an assessment offence! Remember to include page numbers with all direct quotes. I’m often told that my work is unfocussed. How do I know if I am being too broad? One of the biggest dangers in an assignment like this is over-ambition. That is the desire to cover far too much for a short report. What you need to do is focus on what you think are the key issues only. Obviously I can then mark your ability to determine what the key issues are. It is actually easier to cover everything in the hope that you also include the important stuff. When working on your assignment try to ask yourself what the really important points

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are and expand on these. Try to imagine being at an interview and someone asking you what you did for your assignment. What would you tell them? If your response is vague and woolly, then this suggests a lack of focus. If, on the other hand, you can make a clear statement about one aspect of RM (including reference to theory), then you are probably focused in your approach. What is a conceptual framework? You might consult a good research book for more on this. At this level of inquiry I expect you to frame you analysis in existing knowledge and theory. When you review the literature you will read about theories – ideas about how something works, usually based on or supported by empirical evidence. These ideas should inform your study. Your application of existing theory may even lead you to suggest modifications or extensions to that theory. At the least you might expect to draw attention to the value and limitations of the theory. It might help to give some examples here. Say you want to investigate relationships building on the web. You should ask yourself what is already known about relationship marketing and this might lead you to Morgan and Hunt’s KMV model. This model sets out to explain the key aspects of marketing relationships and you may use the framework (or a modification of it) in your study. You should be aware that there is a difference between developing a clear conceptual framework and simply describing research articles that you have read. Some students make lots of references to articles, but do so almost in passing. The broader conceptual issues explored in the articles often don’t inform the student work. When you review an article, therefore, be sure to look for the broad issues and in particular the new insights that it offers. So a conceptual framework highlights the key concepts or ideas which relate to your work and shows how these might be connected. A conceptual framework can be presented either entirely in text format, but I do prefer to see a visual illustration of the framework, either as an image such as say a matrix, or as a flow diagram which shows positive or negative relationships between the concepts. I’d like to see you conclude your work with a conceptual framework which demonstrates how you think the concepts work in your chosen context.

6.4

Summary of advice regarding assignment

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Please conclude your piece with a word count – do not exceed 2,000 plus 10% words.

Please ensure that you do not duplicate material within your assignment in any other piece of coursework. If you refer to ideas you’ve presented in other pieces of work, make sure that you reference them appropriately, otherwise you’ll be guilty of self-plagiarism.

Remember to check that your chosen research area addresses the learning objectives of the unit.

Book two tutorial sessions with me to discuss your proposed work, and make sure you come along to them.

Ensure that you use the Harvard Citation System for referencing and make sure you understand the assessment offences regulations.

Use a combination of theoretical ideas, empirical results and market data to evidence your argument.

Focus your presentation on the communication of your argument supported by evidence from your research: don’t feel the need to re-explain theoretical concepts, but do develop a conceptual framework to underpin your work.

Please keep a copy of your work.

Use the marking guide to help you to develop a piece of work which meets the unit’s requirements: make sure you are confident that your work could be awarded high marks in each of the assessment criteria (if you include no examples, you won’t be scoring much for use of examples!).

10 Choose an area which interests you – that’s the whole point of giving you a choice 

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Coursework Assignment Brief Faculty of Media and Communication

Programme Title : BA(Hons) Marketing Communications, BA(Hons) Public Relations, BA(Hons) Advertising,

2016-17

Level H

Unit Title : Relationship Marketing Identify a focused area within Relationship Marketing and prepare an in-depth critical analysis of your topic supported by evidence of wide reading.

This assignment is worth 60% of the overall unit mark

THE BRIEF Identify a focused area within Relationship Marketing and prepare an in-depth critical analysis of your topic supported by evidence of wide reading. The key to success is focus, on an issue, question and area of application - this will allow you to provide sufficient depth of analysis and critical debate. You should think of your work in terms of both concepts and context. By concept I mean the conceptual framework you seek to use or develop within your work. By context I mean the area of application of your analysis, which will indeed inform the development of that conceptual framework. Your context might emerge from your expert company, but it doesn’t have to. You might focus on a case study, or look at a market sector or section of consumers. Your work will articulate an argument which addresses your chosen area of research. Your assignment will take the form of a ten minute synoptic presentation which should be posted online, and a 2,000 word support document. Both of these elements are part of the same piece of work – they are different ways of communicating the same information and ideas. Identify a focused area within Relationship Marketing and prepare an in-depth critical analysis of your topic supported by evidence of wide reading. The key to success is focus, on an issue, question and area of application - this will allow you to provide sufficient depth of analysis and critical debate. You should think of your work in terms of both concepts and context. By concept I mean the conceptual framework you seek to use or develop within your work. By context I mean the area of application of your analysis, which will indeed inform the development of that conceptual framework. Your context might emerge from your expert company, but it doesn’t have to. You might focus on a case study, or look at a

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market sector or section of consumers. Your work will articulate an argument which addresses your chosen area of research. Your assignment will take the form of a ten-fifteen minute synoptic presentation which should be posted online, and a 2,000 word support document (I am happy for you to go up to 10% over this word limit but no more). Both of these elements are part of the same piece of work â&#x20AC;&#x201C; they are different ways of communicating the same information and ideas. The synoptic presentation will contribute 20% of the coursework mark, the document the remaining 40%. I will be looking for evidence of the following in both parts of the assignment: 1

critical analysis;

integration of theory;

appropriate use of contemporary examples;

appropriate presentation style.

Weightings vary for the report and presentation. See assessment feedback section of the guide. This is an individual piece of work and tests the following ILOs: 1. Critique and employ the body of knowledge within relationship marketing to develop an argument about RM theory and/or practice; 2. Create conceptual frameworks which underpin RM practice; 3. Analyse the opportunities and challenges inherent in implementing RM practice.

Formative feedback is available through two individual tutorials, one to help you articulate and define your research question, the second to review and enhance your draft presentation.

SUBMISSION DETAILS

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Report submission, word count is 2,000 words. You may submit this in electronic form within to the student support desk. Ten minute presentation (equivalent to 1000 words) delivered to me and your colleagues – please upload a copy of your presentation onto the student wiki on myBU by the end of the day of your presentation. If you want to upload a draft of your written work to Turnitin to check on the originality – double check that you have referenced everything appropriately, you are free to do so. If you need help contact our learning technologist Dave Hunt who is located in the library and email on dhunt@bournemouth.ac.uk.

DEADLINE Monday 28 November 2016, 12 noon. Please note that this is the final time you can submit – not the time to submit! You are most welcome to submit before the deadline. Your feedback and mark for the presentation will be available by Friday 16 December 2016 and for the essay by Monday 9 January 2017. HELP AND SUPPORT Please feel free to ask questions about the assignment within our teaching time. You can send me short emails to clarify anything you’re unsure about. You can post messages on the Facebook group wall and I will try to respond promptly. You have two scheduled individual tutorials with me: Tutorial one: I will provide you with formative feedback on your research question. Please bring with you a written copy of your intended research question (or two questions if you’re looking for advice on which to choose). Tutorial two: I will provide you with formative feedback on your draft presentation. Please bring a copy of your draft slides with you to this presentation  Plagiarism and Self-Plagiarism: You must acknowledge your source every time you refer to others’ work or work that you have previously submitted and been assessed on, using the Harvard Referencing system (Author/Date method). Failure to do so amounts to plagiarism or self-plagiarism which is against University regulations. Please refer to http:/// http://www.bournemouth.ac.uk/library/how-to/plagiarism.html for further details of this and to http://www.bournemouth.ac.uk/library/how-to/citing-refs-harvard.html for the University’s guide to citation in the Harvard style.

 Students with Additional Learning Needs may contact Learning Support on 

http://studentportal.bournemouth.ac.uk/learning/als/index.html General academic support is available via the Academic Skills community on myBU.

 Additional support for Media School students only is provided by a small team of Learning Development Tutors. Please contact MSLearningDevelopmentTeam@bournemouth.ac.uk to make an appointment.

 If you have any valid mitigating circumstances that mean you cannot meet an assignment submission deadline and you wish to request an extension, you will need to complete and submit the Mitigating Circumstances Form for consideration to your Programme/Framework Administrator together with appropriate supporting evidence (e.g., GP note) normally before the coursework deadline. Further details on the procedure and the mitigating circumstances form can be found at www.bournemouth.ac.uk/student/mitigating. Please make sure you read these documents carefully before submitting anything for consideration.

RELATIONSHIP MARKETING of 96 Disclaimer: The information provided in this assignment brief is correct at time of publication. In the unlikely event that any changes are deemed necessary, they will be communicated clearly via e-mail and myBU and a new version of this assignment brief will be circulated.

Version: 1 (Updated July 2015)

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Coursework Feedback Relationship Marketing – report. The Faculty of Media and Communicatio n

Academi c Year 2016-17 Level H

BA(Hons) Marketing Communications, BA(Hons) Public Relations, BA(Hons) Advertising This assignment is Identify a focused area within Relationship worth 40% of the Marketing and prepare an in-depth critical overall unit mark analysis of your topic supported by evidence of wide reading. Essay/ Report

Student’s Last name:

Student’s First name:

FEEDBACK:

Level of critical analysis (60%)

low

high

Interrogation of literature

Implications discussed

Development of conceptual framework 1

Clarity and definition of c/ framework

Well evidenced argument

Comprehensive understanding of relevant theory

Drawing on wide range of theory

Examples illustrate argument effectively 1

Integration of Theory (20%)

Appropriate use of contemporary egs (10%) Valuable examples

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Structure and presentation of work (10%) Well written

Clear systematic structure, well signposted.

Spelling

Punctuation, grammar

Appropriate referencing

Clear and titled figures

Appropriate use of appendices

The breakdown of marks by criteria shows you how your work has been assessed: you can see the areas in which you have done relatively well or less well. An assessment of 5 is excellent, 4 is good, 3 is satisfactory 2 is poor and 1 is very poor. You can see how you have done in each of the four categories by the mark out of 100 I have awarded. The overall mark is an aggregate of these marks, weighted as indicated by the criteria. Overall:

To improve: 1 2 3

First markerâ&#x20AC;&#x2122;s signature: Second markerâ&#x20AC;&#x2122;s signature:

Date:

Percentage mark awarded:

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Coursework Feedback Relationship Marketing – presentation. Faculty of Media and Communication .

Academi c Year 2016-17 Level H

BA(Hons) Marketing Communications, BA(Hons) Public Relations, BA(Hons) Advertising This assignment is Identify a focused area within Relationship worth 20% of the Marketing and prepare an in-depth critical overall unit mark analysis of your topic supported by evidence of wide reading. Presentation

Student’s Last name:

Student’s First name:

FEEDBACK:

Level of critical analysis (40%)

low

high

Interrogation of literature

Implications discussed

Development of conceptual framework 1

Clarity and definition of c/ framework

Well evidenced argument

Comprehensive understanding of relevant theory

Drawing on wide range of theory

Examples illustrate argument effectively 1

Integration of Theory (10%)

Appropriate use of contemporary egs (20%) Valuable examples

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Structure and presentation of work (30%) Engaging presentation

Clear systematic structure, well signposted.

Adept use of audience contributions

Spellings, punctuation

Clear and titled figures

Appropriate referencing

To improve: 1 2 3

First markerâ&#x20AC;&#x2122;s signature: Second markerâ&#x20AC;&#x2122;s signature:

Date:

Percentage mark awarded:

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7.0

EXAMINATION

Your examination is two hours long. A copy of the last five years’ paper are included within this guide. You will also find student responses to one question within a previous paper at the end of this guide. It might be helpful to you to read through these responses with the assessment criteria in mind. Criteria for examinations are similar to those for assignments: 1

critical analysis;

integration of theory;

appropriate use of contemporary examples;

appropriate presentation style;

appropriateness of work.

‘Appropriateness of work’ is always a key factor in examinations – meaning that the work addresses the question set comprehensively and imaginatively. Focusing on the particular requirements of the question is key. Oxford Brookes University have produced guidelines which suggest the following factors should be apparent in successful exam responses. Appropriateness of work Work has addressed the question set comprehensively and imaginatively Use of literature and theory Literature has been developed and justified using own ideas. A wide range of sources has been used and they have been thoroughly analysed, applied and discussed. There is a demonstration of integration and innovation in the selection and handling of theory.

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Conceptualisation and Problem solving Demonstrates an ability to recognise consistency and reconcile inconsistency between information using hypothesising skills. Able to critically analyse a complex issue and resolve informational conflicts. Presentation and clarity of expression Thoughts and ideas are clearly expressed. Grammar and spelling are accurate. Fluent academic writing style is adopted. Work has clear introduction, body, summary and conclusions. Work has been well planned. Application of theory to practice Issues of professional practice have been addressed where appropriate

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7.1

Guidelines for Relationship Marketing Revision,

Your exam is a partial open book exam. This means you can take a single side of A4 notes into the exam with you. You will be asked to hand this paper in with your paper. You can use this set of notes as you’d like. Possibilities are:



A mind map connecting ideas with a list of authors and dates at the side (for example

 

the above image could be a useful starting point for you); Issues, ideas and authors by subject area; Colour can be a good way of making the paper accessible.

Some people cram as much as they can in the smallest font possible, the only thing I would warn you is whether this is going to feel accessible within the exam. The whole point of this paper is to in some way remove the stress associated with an exam and to demonstrate the importance, not of retrieving facts, but of presenting a well argued, well evidenced response to a question. I will expect you to reference using Harvard in the paper.

Other things

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If you’re using a quote, it’s not good enough to include it, instead it should be a platform for a discussion perhaps about its merits or downsides, perhaps to be followed by your own interpretation of the issue. Think about the frameworks we’ve looked at. How might they be adapted? What have they contributed to scholarship and thinking within relationship marketing? Connect ideas, don’t see say word of mouth, and trust as entirely separate issues. When you revise look for connections, as this may be the focus of some questions. This is one of the advantages of mind mapping – you can identify connections. Responding to questions. First, think structure. Intro, middle, conclusion. Many students do a decent intro, middle, but fade with the conclusion. Aim to make your intro and conclusion roughly the same length. Clearly demonstration of analysis is critical, just as you’ve done in your assignment, use of scholarship, illustration using examples, and overall presentation are also important. The thing that sometimes happens with exams rather than coursework, is that students don’t answer the question, either because they don’t want to, or because they’ve misread it. Don’t fall into either of those traps. Look at the question, underline anything which is key, - is it asking you to think about current or future issues? Current or potential customers? B2b or b2c marketing relationships? To apply your thinking to one company, a sector, or three companies? Most importantly, make sure you spend pretty much one hour on each of the two questions, roughly ten mins to plan, 45 to write up, and 5 to review. Spending 90 mins on one perfect response, leaving 30 mins to pen a few bullet points for the other will NOT pay dividends.

Preparing for the exam

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1. 2. 3. 4. 5. 6. 7. 8.

Read the essential readings Go through past exam papers – look at the unit guide Go through the student presentations on the wiki Go through your notes Think through two examples of organisations you could choose to apply to a question Think through an example of a b2b, b2c marketing relationship Think though the network of relationships within your chosen organisations. Note some examples of good practice either from student presentations or the

marketing press. 9. Have a go at evaluating a couple of the past paper responses through the lens of the assessment criteria – analysis, scholarship, examples, structure. This will help you understand what makes a good response. Don’t over expect of those past responses, it’s a different thing writing a time constrained exam response compared to an assignment. 10. Finally, think  Issues  Application  Implications  Recommendations Two very good sample examination responses are available on unit materials for you to read.

UNIT Ref:

MAR1086H

Date:

Exam Name: Programme Titles BA Advertising

& CORRECT year

Time:

choose start time

Level:

choose end time

RELATIONSHIP MARKETING Programme Reference BAAS

RELATIONSHIP MARKETING of 96 BA Marketing Communications BA Public Relations

BAMCS BAPRS

INSTRUCTIONS TO CANDIDATES Answer a TOTAL of TWO questions. All questions carry equal marks.

Your answers should be supported with references to scholarship and contemporary examples. This is a partial open book examination: you are able to refer to a single side of an A4 page of notes. Please hand in your notes with your exam script.

Answer a TOTAL of TWO questions 1. Whilst relationship marketing literature still routinely cites Morgan and Huntâ&#x20AC;&#x2122;s (1994) KMV framework, assess the extent to which this conceptualization of the marketing relationship now constrains rather than promotes scholarly progress within relationship marketing.

2. Assess the impact of ethical values and ethical practice on trustworthiness within a relational network of your choice.

3. Analyse the relevance of gratitude as a driver of engagement within studentsâ&#x20AC;&#x2122; experiences of higher education.

4. Evaluate the relative importance of word-of-mouth communication as an outcome of relationship marketing within a relational network of your choice.

5. Analyse the contribution of relationship marketing practice to the development of marketing relationships within two of the charity, luxury goods, hospitality and media sectors.

6. Analyse the nature and role of commitment within internal partnerships of an organization of your choice.

Continued

01.11.12

[Type text]

UNIT Ref: Date:

Exa m Nam e:

Enter Unit Reference here

Time:

Choose an item.

Level:

Choose an item.

Relationship Marketing

Stage Titles BA (Hons) Advertising with Marketing Communications BA (Hons) Marketing Communications BA (Hons) Public Relations

Stage Reference

INSTRUCTIONS TO CANDIDATES

Answer a TOTAL of TWO questions All questions carry equal marks

38 | P a g e

[Type text]

Twenty years on, critically assess whether Morgan and Huntâ&#x20AC;&#x2122;s (1994) ideas are redundant within relationship marketing. Use scholarship and practical examples to evidence your response.

Evaluate the contribution of affective, calculative and normative commitment to buyer relationships within an organisation of your choice.

Assess the contribution of gratitude-based reciprocity to relational exchange within higher education.

Evaluate the contribution of word-of-mouth communication to relationship marketing theory and practice. Evidence your work with reference to scholarship and contemporary examples.

Assess the nature and role of trust within the relational network of an organisation of your choice.

Evaluate the current and potential role of authenticity as a key concept within relationship marketing. Apply your thinking to an organisation of your choice.

Date : Name of Unit leader Ext No. Name of PA Ext No.

39 | P a g e

[Type text]

UNIT Ref: Date:

Exa m Nam e:

MAR1086H

Time:

Choose an item.

Level:

Choose an item.

Relationship Marketing

Stage Titles: Level H BA (Hons) Public Relations BA (Hons) Marketing BA (Hons) Marketing (Direct Entry) BA (Hons) Advertising and Marketing Communications

Stage Reference BAPRS BAMARKS BAMARKDS BAAMCS

INSTRUCTIONS TO CANDIDATES

Answer a TOTAL of TWO questions All questions carry equal marks Your answers should be supported with references to scholarship and contemporary examples You are able to take a single sided sheet of A4 paper into the examination room. This will be collected at the end of the exam and appended to your paper.

40 | P a g e

[Type text]

1 Analyse the current and potential role of authenticity within relationship marketing. Illustrate your response with a range of contemporary examples.

2 Assess the extent to which Vivek et al.â&#x20AC;&#x2122;s (2011) concept of engagement contributes valuable new ideas to relationship marketing. Use an organisation of your choice to illustrate your answer.

3 Twenty years on, assess the extent to which the KMV framework developed by Morgan and Hunt (1994) extends and constrains relationship marketing thinking. Illustrate your response with a range of examples.

4 Assess the current and potential role of gratitude and reciprocity within the relationship marketing activity of an organization of your choice.

5 De Matos and Rossi (2008) found that commitment is the key driver of positive word-of-mouth communication. Identify the implications of this finding for the relational activities of an organisation of your choice.

6 Assess the extent to which relationship marketing frameworks adequately embrace ethical perspectives.

Date :24 October 2013. Name of Unit leader : Fiona Cownie Ext No.: x65104 Name of PA: Amey Hodson Ext No.: 65827

41 | P a g e

[Type text]

BA (HONS) PUBLIC RELATIONS BA (HONS) ADVERTISING WITH MARKETING COMMUNICATIONS BA (HONS) MARKETING BAPRS BAAMCS BAMARKS

Level:

Answer a TOTAL of TWO questions Date:

14 January 2013

Time:

09:30-11:30

All questions carry equal marks

MAR1086H

RELATIONSHIP MARKETING

INSTRUCTIONS TO CANDIDATES All questions carry equal marks. Your answers should be supported with references to scholarship and contemporary examples. This is a partial open book examination: you are able to refer to a single side of an A4 page of notes. Please hand your notes in with your exam script.

42 | P a g e

[Type text]

SECTION A

Morgan and Hunt (1994) proposed shared values as a key antecedent of both trust and commitment. Assess the extent to which shared values are an essential requirement for relationship marketing strategies to succeed.

Evaluate the impact of Vivek, Beatty, Morganâ&#x20AC;&#x2122;s (2012) ideas regarding customer engagement on relationship marketing thinking and practice. Use an organisation of your choice to illustrate your ideas.

Evaluate the contribution of ethical practice to trust-building strategies within an organisation of your choice.

Assess the extent to which social media can enable an organisation of your choice to engage with the members of its relational network.

Consider the potential contribution of reciprocity to relationship marketing thinking and practice.

Assess the impact of commitment on positive and negative word-of-mouth communication within an organisation of your choice.

43 | P a g e

Date :01.11.12 Name of Unit leader Fiona Cownie Ext No.65104 Name of PA Emma Waters Ext No. 65827

Continued

date

BA (Hons) PUBLIC RELATIONS BA (Hons) ADVERTISING WITH MARKETING COMMUNCATIONS BA (Hons) MARKETING BAPR, BAAMC, BAM

Answer ONE question from SECTION A Answer ONE question from SECTION B

Answer a TOTAL of TWO questions

Leve l:

Date :

17 Jan 2012

Time :

09.30-11.30

All questions carry equal marks

MAR1086H

RELATIONSHIP MARKETING

date

SECTION A 1. Within an organisation of your choice, evaluate the challenges the relationship marketer faces in ensuring that their practice is ethically sound.

2. Morgan and Hunt (1994) propose that relevant, two-way communication builds trust within marketing relationships. Using a business-to-business marketing relationship of your choice, evaluate this claim.

3. Palmatier et. al. (2009) consider gratitude to be the missing piece within the jigsaw of marketing relationships. Evaluate this claim, relating your response to marketing relationships within a relationship network of your choice.

date

SECTION B

4. De Matos and Rossi (2008) claim that commitment is the most powerful driver of word-of-mouth communication. Drawing from an organisation of your choice, assess the extent to which commitment has an impact on both positive and negative word-of-mouth behaviour.

5. Evaluate the extent to which Allen and Meyer’s (1990) notions of continuance /calculative, affective and normative commitment have a role to play within students’ marketing relationships with Bournemouth University.

6. Assess the extent to which ‘referral marketing’ (Schmitt et. al., 2011) can be considered to be a part of relationship marketing.

Date :17 Jan 2012 Name of Unit leader: Fiona Cownie Ext No: 65104 Name of PA: Emma Waters Ext No.65827

date

BA (HONS) ADVERTISING MARKETING AND COMMUNICATION BA (HONS) MARKETING BA (HONS) PUBLIC RELATIONS BA (HONS) INTERNATIONAL MARKETING BAAMCF/ BAMARKS/BAPRS/BAINMS

Answer TWO questions

Level:

Answer ONE question from each section

Date:

18th January 2011

Time:

0930 - 1130

MAR1043H

RELATIONSHIP MARKETING

INSTRUCTIONS TO CANDIDATES Choose two questions: one from each section. All questions carry equal marks. Your answers should be supported with references to scholarship and contemporary examples. This is a partial open book examination: you are able to refer to a single A4 page of notes. Please hand in your notes at the end of the examination.

Continued

15/11/2010

date

RELATIONSHIP MARKETING Page 2 of 2

Section A 1.

With reference to an organisation of your choice, assess the key issues the organisation should address when identifying, championing and engaging its current and potential advocates in the spread of positive word of mouth communication.

Evaluate the benefits of strategies designed to ‘manage’ negative word of mouth for both an organisation of your choice and its consumers/buyers.

Many authors (e.g. Gronroos (1990), Gummesson (1996)) see networks at the heart of relationship marketing. Taking an organisation of your choice, develop a relationship network and evaluate the contribution such an approach would make to the implementation of relationship marketing strategies.

Section B

Evaluate the relative contribution of Palmatier et al’s (2010) work on gratitude and Morgan and Hunt’s (1994) work on trust and commitment, to relationship marketing thinking and practice.

Provide a critical review of the contribution of scholarship exploring trust on relationship marketing thinking.

Fullerton (2005) claims that ‘commitment can both enhance and erode marketing relationships’. With this in mind explore the role of commitment within students’ marketing relationships with Bournemouth University.

15/11/2010 Originator: Fiona Cownie Ext 65104 PA: Angie Webber

date

8.0

LECTURE AND SEMINAR PROGRAMME

. Wee k 1

Date

Seminar

Lecture

Assignment

27/29 Sept

Introducing each other. What you know about RM? Experiences from placements related to RM. Conceptual frameworks.

Assignment Briefing. Your questions about unit and assignment briefing.

Research topic, review previous students’ work in reader and on wiki, identify expert organization.

4/6 Oct

RM, key concepts, networks.

Ethics

11/13 Oct

Communication authenticity.

RM in international contexts.

18/20 Oct

Evaluating the marketing relationship.

Guest lecture – alumni experiences.

Research topic, book tutorial (1), prepare for tutorial Prepare for tutorial, sign up for presentation date. Attend tutorial – commence assignment.

25/27 Oct

Engagement

Relationship drivers: trust

2/4 Nov

Reading week

Work on assignment Work on assignment

8/10 Nov

Relationship drivers: commitment

Work on assignment

15/17 Nov

Word of mouth communication.

Relationship drivers: gratitude Word of mouth communication .

22/24 Nov

Student presentations

10-11

29 Nov/1 Dec

Student presentations

Student presentations Student presentations

Present work, upload presentation to wiki, complete written work, submit written work in week 11, book tutorial (2)

6/8 Dec

Student presentations

No lecture.

Revise

13/15 Dec

Revision session

Revision.

Revise

Work on assignment. Prepare draft synoptic presentation, book tutorial (2).

date

14/15

9.0

Examination

Take examination

RECOMMENDED READING AND TEACHING PROGRAMME

Students will be expected to engage with scholarship within the following journals: Journal of Marketing; Journal of Relationship Marketing; International Journal of Customer Relationship Management; Journal of Marketing Communications; European Journal of Marketing; Harvard Business Review; Journal of Marketing Management; Journal of Marketing for Higher Education. Students are asked to read the work of previous students within the unit readers available on myBU. The teaching programme is designed to discuss Relationship Marketing and to develop themes and issues within these areas. It is essential that you read around the issues introduced within the teaching sessions. Scholarly journals will address emerging conceptual issues, whilst professional journals will provide you with contemporary examples of Relationship Marketing in practice. I have tried to give you a selection of readings for each part of the unit and further readings for each area which you might pursue if your assignment is in this area. Students are asked to read the work of previous students within the unit readers available on myBU.

9.1

Essential readings

Please ensure that you read these articles as you proceed through the unit. Please use this format of Harvard referencing in your work. You can access all these articles through the reading lists on the unit in myBU.

Allen, N. J., and Meyer, J. P., (1990). The measurement and antecedents of affective, continuance and normative commitment to the organisation.

Journal of

Occupational Psychology, 63 : 1-18. date

Beatty, S., Reynolds, K., Noble, S., and Harrison, M. (2012). Understanding the relationships between commitment and voice: hypotheses, empirical evidence and directions for future research. Journal of Service Research. 15(3): 296-315. Beck J.T., Chapman K., and Palmatier R., W. (2015) Understanding Relationship Marketing and Loyalty Program Effectiveness in Global Markets Journal of International Marketing 23(3): 1â&#x20AC;&#x201C;21. Bock, D.E., Garretson J.A; Black, WC (2016) Gratitude in service encounters: implications for building loyalty. Journal of Services Marketing. 30(3):341-358. Bock, D.E., Folse, J.A.G., Black, W.C. (2016). When Frontline Employee Behavior Backfires: Distinguishing Between Customer Gratitude and Indebtedness and Their Impact on Relational Behaviors. Journal of Service Research, 19(3):322-336. Brodie, R. J., Hollebeek, L. D., Juric, B. and Ilic, A., 2011. Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research 14 (3), 252-271. Brown,T., J., Barry, T., E., Dacin, P., A., and Gunst, R., F., (2005). Spreading the word: Investigating antecedents of consumersâ&#x20AC;&#x2122; positive word-of-mouth intentions and behaviours in a retailing context. Journal of the Academy of Marketing Science. 33(2): 123-138. Buttle, F. (1998). Word of Mouth: Understanding and Managing Referral Marketing Journal of Strategic Marketing 6 ( 3) :241-254. Carvalho, S., W and de Oliveira Mota, M., (2010). The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students Journal of Marketing for Higher Education, 20(1): 145-165. Dalziel, N., Harris, F., Laing, A. (2011) A multidimensional typology of customer relationships: from faltering to affective International Journal of Bank Marketing 29(5):398-432.

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De Angelis, M., Bonezzi, A., Peluso, A., M., Rucker, D., D., and Costabile, M. (2012). On braggarts and gossips: A self-enhancement account of word-of-mouth generation and transmission, Journal of Marketing Research, vol XLIX (August): 551-563. de Matos, A., and Rossi. C. (2008). Word of mouth communications in marketing : a meta- analytic review of the antecedents and moderators. Journal of the Academy of Science. 36: 578-596. Dewani P, P. and Sinha, P, K (2012) Gratitude: An emotional approach in business relationship Research Journal of Business Management 6(1):1-11. Dewani, P.P., Mathur, S., Sinha, P., K. (2016). Role of gratitude and obligation in long term customer relationships Journal of Retailing and Consumer Services, 31: 143156. Doney, P. and Cannon, J. (1997). An examination of the nature of trust in buyer-seller relationships Journal of Marketing 61(2 ):35-51 . Duncan, T. & Moriarty, S. (1998). A Communication Based Marketing Model for Managing Relationships Journal of Marketing 62 (2):1-13. Dwyer, F., R., Schurr, P., H., and Oh, S. (1987). Developing buyer-seller relationships Journal of Marketing 51(April): 11-27. Fang, E.,

Palmatier, R., Scheer, L., and

Li, N. (2008). Trust at different

organizational levels Journal of Marketing 72 (2): 80-98. Fullerton, G (2011). Creating advocates: The roles of satisfaction, trust and commitment Journal of Retailing and Consumer Services: 18:92-100 Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39 (11/12): 1372-1388. Fullerton, G. (2014). The moderating effect of normative commitment on the service quality-customer retention relationship. European Journal of Marketing: 657-673.

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Garbarino, E. & Johnson, M. (1999) The different roles of satisfaction, trust and commitment in customer relationships Journal of Marketing 63 (2): 70-87. Godfrey, A., Seiders, K., and Voss, G. (2011) Enough is enough! The fine line in executing multichannel relational communication Journal of Marketing 75(July): 94-109. Gronroos, (1994). From marketing to relationship marketing: Towards a paradigm shift in marketing. Management Decision. 32 (2): 4-20. Gruen, T., W., Summers, J., O. and Acito, F. (2000). Relationship marketing activities, commitment and membership behaviors in professional associations Journal of Marketing 64(July): 34-49. Gundlach, G.,T., Achrol, R., S. and Mentzer, J., T. (1995). The structure of commitment in exchange Journal of Marketing, 59 (January): 78-92. Gustafsson, A. , Johnson, M., Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions and triggers on customer retention Journal of Marketing. 69 (4): 210-218. Harrison-Walker, L., J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4 (1): 60-75. Hollebeek, L. (2013). The customer engagement/value interface: An exploratory investigation Australasian Marketing Journal (AMJ) February 21(1):17-24. Hunt, S. (2015). The bases of power approach to channel relationships: has marketingâ&#x20AC;&#x2122;s scholarship been misguided? Journal of Marketing Management, 31(7/8):747-764. Kimmel, A and Kitchen, P (2013) WOM and social media: Presaging future directions for research and practice, Journal of Marketing Communications, DOI:10. 1080/13527266.2013.797730.

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Kozinets, R., de Valck, K., Wojnicki, A., and Wilner, S. (2010). Networked narratives: understanding word of mouth marketing in online communities Journal of Marketing 74: 71-89. MacInnis, D., J. (2011). A framework for conceptual contributions in marketing Journal of Marketing 75(July): 136-154. Mazzarol, T., Sweeney, J., C. and Soutor, G., N. (2006). Conceptualising word-ofmouth activity, triggers and conditions: an exploratory study European Journal of Marketing 41(11/12): 1475-1494. Meyer, J., P. and Parfyonova, N., M. (2010).

Normative commitment in the

workplace: A theoretical analysis and re-conceptualisation. Human Resource Management Review 20(4): 283-294. Mishra A., A. (2016) The role of customer gratitude in relationship marketing: moderation and model validation Journal of Strategic Marketing 24( 6): 529–549.

Moller, K. & Halinen, A. (2000). RM Theory: its roots and direction Journal of Marketing Management 16 (1-3): 29-54. Morgan, R. & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. 58, (3): 20-38.** O’Malley, L., Patterson, M., Kelly-Holmes, H., (2008) Death of a Metaphor: reviewing the ‘marketing as relationships’ frame Marketing Theory 8 ( 2) :167-188. Oliver, R., (1999). Whence Consumer loyalty? Journal of Marketing 63 (special issue): 33-44. Palmatier, R. , Burke Jarvis, C., Bechkoff, J., and Kardes, F. (2009). The Role of customer gratitude in relationship marketing Journal of Marketing 73 (Sept): 1-18. Palmatier, R.,W., Dant, R., P., Grewal, D., and Evans, K., R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis Journal of Marketing 70 (October):136-153. date

Ponder, N.; Holloway, B.B.; Hansen, J.D. (2016). The mediating effects of customers’ intimacy perceptions on the trust-commitment relationship Journal of Services Marketing, 30(1):75-87 . Raggio, R., D., Walz, A., M. Godbole, M., B., and Folse, J., A., G. (2014). Gratitude in relationship marketing:Theoretical development and directions for future research European Journal of Marketing 48(1/2):2-24. Ranaweera, C. and Menoon, K., (2013). For better or for worse? Adverse effects of relationship age and continuance commitment on positive and negative word-ofmouth European Journal of Marketing 47(10): 1598-1621 Reichheld, F., F. (2003), “The One Number You Need to Grow”, Harvard Business Review, Vol 81 (12), 46–57. Samaha, S., Beck, J. and Palmatier, R. (2014). The Role of Culture in International Relationship Marketing. Journal of Marketing, Sept. 78(5): 78-98. Schmitt, P, Skiera, B, Van den Bulte C. (2011) Referral programs and customer value Journal of Marketing 75(January): 46-59. Sekhon, H., Ennew, C., Kharouf, H., Devlin, J. (2014). Trustworthiness and trust: influences and implications. Journal of Marketing Management. 30 (3/4): 409-430. Sharma,N., Young, L., and Wilkinson, I. (2006). The commitment mix: Dimensions of commitment in international trading relationships in India Journal of International Marketing 14(3): 64-91. Siems, F., U., Bruton, J., and Moosmayer, D., C. (2010). Integrating core marketing ethical values into relationship marketing Journal of Relationship Marketing, 9:6882. Sirdeshmukh, D., Singh, J., Sabol, B. (2002) Consumer Trust, Value and Loyalty in Relational Exchanges Journal of Marketing 66 (1): 15 –37.

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Smith, W. & Higgins, M. (2000) Reconsidering the relationship analogy Journal of Marketing Management 16(1-3): 81-94. Sweeney, J., Soutar, G. and Mazzarol, T. (2014). Factors enhancing word of mouth influence: positive and negative service-related messages European Journal of Marketing 48(1/2): 336-350. Sweeney, J., Soutar, G., Mazzarol, T. (2012). Word of mouth: Measuring the power of individual messages European Journal of Marketing 46(1): 237-257. Vivek, A., Beatty, S., & Morgan R. (2012) Customer engagement: Exploring customer relationships beyond purchase Journal of Marketing Theory and Practice 20 (2): 127-145. Vivek, S., Beatty, S., Dalela, V, Morgan, R. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory & Practice.. 22 (4): 401-420. Wetzel, H., Hammerschmidt, M., Zablah, A. (2014). Gratitude Versus Entitlement: A Dual Process Model of the Profitability Implications of Customer Prioritization. Journal of Marketing. March, 78 (2): 1-19. Whilst the academic journals are usually the best source of up to date scholarship to support your study, you may find reference to a selection of the following texts to be useful .

Egan, J. (2008) Relationship Marketing: Exploring relational strategies in marketing, (third ed) FT Prentice Hall. Canhoto, A., I., Lyndon, S. and Nguyen, B. X. (eds) (2016). The dark side of CRM: customers, relationships and management. E book. Routledge, London. Gladwell, M. (2000) The Tipping Point, Abacus, London Gummesson, E. (1999) Total Relationship Marketing, Butterworth Heinemann

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Kay, J. (1993) Foundations of Corporate Success Oxford. Nguyen, B., Simkin L., Canhoto A. (2016). The dark side of CRM: Customers, Relationships and Management. Routledge. Reichheld, F. (2011). The ultimate question 2.0: How net promoter companies thrive. Harvard Business School Press Books. 10

READINGS

Lectures and seminars are designed to integrate in order to address key learning outcomes which are identified alongside an indication of content. The essential reading provided above should be the key focus of your reading . In addition I have suggested articles within the recommended reading which you can select from in order to support your studies through the unit. You don’t have to read all this material! The idea is that you engage with the scholarship within the area and the discussions within these pieces of work.

INTRODUCING RELATIONSHIP MARKETING….AND THE UNIT Aim to read two of the following pieces of literature. Berry L (1983) Relationship Marketing in Emerging Perspectives on Services Marketing eds Berry L, Shostack G, Opah G American Marketing Association , Chicago : 25-28 in Relationship Marketing for competitive advantage Payne A, Christopher M, Clark M and Peck H eds Butterworth Heinneman, Oxford : 65-74. Daukseviciute, I., and Simkin, L. (2016). Optimising relationship marketing programmes: a holistic approach. Journal of Strategic Marketing 24(6):500-518. Haddad, K., Singh, G., Sciglimpaglia, D., and Chan, H. (2014). To what extent do articles published in other than ‘top journals’ have impact on marketing? European Journal of Marketing 48(1/2):271-287. Harker M and Egan J (2006) the past, present and future of relationship marketing Journal of Marketing Management 22(1) / 2 :215 – 242 Lutz, R., J. (2011). Marketing Scholarship 2.0 Journal of Marketing 75(July): 225234. MacInnis, D., J. (2011). A framework for conceptual contributions in marketing Journal of Marketing 75 (July): 136-154. date

Parvatiyar A & Sheth J (2000) The Domain and Conceptual Foundations of Relationship Marketing in Sheth & Parvatiyar (eds) The Handbook of Relationship Marketing, Chapter 1 Sage : 3 – 38. Tadajewski, M. (2015) Charting relationship marketing practice: it really didn’t emerge in the 1970s. Journal of Historical Research in Marketing 7(4) :486-508.

RELATIONSHIP MARKETING: KEY CONCEPTS Aim to read two of the following pieces of literature. Agariya, A., K., and Singh, D. (2011) What really defines relationship marketing? A review of definitions and general and sector-specific defining constructs. Journal of Relationship Marketing 10:203-237. Arnett D , Germna S, Hunt S (2003). The identity salience model of relationship marketing success: the case of nonprofit marketing Journal of Marketing 67 (April 2003) : 89-105. Astuti, H. Nagase, K. (2014). Patient loyalty to healthcare organisaitons: relationship marketing and satisfaction. Barroso-Mendez, M., Galera-Casquet, C., Valero-Amaro, V. (2014) Partnerships Between Businesses and NGOs in the Field of Corporate Social Responsibility: A Model of Success From the Perspective of Relationship Marketing. Batra, R., Ahuvia, A., and Bagozzi, R. (2012). Brand love. Journal of Marketing 76(March):1-16. Belanche,D., Casalo, L., Miguel, G. (2013). The Role of Consumer Happiness in Relationship Marketing. Journal of Relationship Marketing 12( 2): 79-94. Dean, D. Croft, R, Pich, C. (2015) Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties. Journal of Political Marketing 14(1/2):19-34. Gronroos C (2000) Relationship Marketing: The Nordic School Perspective chapter 4 in Sheth J & Parvatiyar A (eds) Handbook of Relationship Marketing: 95-117 Sage Gummersson (1996) Relationship Marketing and Imaginary Organisations in European Journal of Marketing 30(2): 31-44. Hunt, S. (2015). The bases of power approach to channel relationships: has marketing’s scholarship been misguided? Journal of Marketing Management, 31(7/8):747-764. Jones, M., Reynolds, K., Arnold, M, Gabler, C., Gillison, S., Landers, V. (2015). Exploring consumers' attitude towards relationship marketing. Journal of Services Marketing 29(3):188-199.

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Judson K, Aurand T, Karlovsky R (2007) Applying relationship marketing principles in the university setting : an adaptation of the exchange relationship typology Marketing Management Journal Spring 2007 : 184-197. Jung, T. Ineson E., Green, E. (2013). Online social networking: Relationship marketing in UK hotels. Journal of Marketing Management 29(3/4):393-420. Kay J (1993) Foundations of Corporate Success , chapter 5 Oxford University Press, Oxford. Lefroy, K., and Tsarenko, Y., (2013) From receiving to achieving: The role of relationship dependence for non-profit organisations in corporate partnerships European Journal of Marketing 47(10):1641-1666. Luo X , Slotegraaf R, Pan X (2006) Cross-functional â&#x20AC;&#x2DC;coopetitionâ&#x20AC;&#x2122; : the simultaneous role of cooperation and competition within firms Journal of Marketing 70 (2) : 6780. Mihai, N., Payne, C., Krishnan, V. (2013). One-to-One and One-to-Many Business Relationship Marketing: Toward a Theoretical Framework. Journal of Business-toBusiness Marketing. 20(2) :51-64 Moller K & Halinen A (2000) RM Theory: its roots and direction Journal of Marketing Management 16 (1-3) : 29-54. Palmatier R, Dant R, Grewal D, Evans K (2006) Factors influencing the effectiveness of relationship marketing : a meta-analysis Journal of Marketing 70(4) : 136-153. Palmatier, R, Scheer, L, Evans K, Arnold, T. (2008). Achieving relationship marketing effectiveness in business-to-business exchanges. Journal of the Academy of Marketing Science 35 : 174-190. Palmer, A, Koenig-Lewis N (2009). An extended , community focused, experiential framework for relationship marketing Journal of Customer Behaviour 8 (1 ): 85-96. Pereira., C., A., B., Ferreira, J., J.,M. and Alves, H., M., B. (2012). Tacit Knowledge as Competitive Advantage in Relationship Marketing: A Literature Review and Theoretical Implications. Journal of Relationship Marketing 11:172-197. Sheth J (2000) Relationship Marketing: Paradigm Shift or Shaft chapter 23 in Sheth & Parvatiyar (eds) The Handbook of Relationship Marketing, Sage : 609-620. Sheth J & Parvatiyar A (2000) The Domain and Conceptual Foundations of Relationship Marketing chapter 1 in Sheth J & Parvatiyar A (eds) Handbook of Relationship Marketing : 3-38 Sage. Sheth J & Parvatiyar A (2000) The Evolution of Relationship Marketing chapter 5 in Sheth J & Parvatiyar A (eds) Handbook of Relationship Marketing : 119-145 Sage. Tamer, E., Parsons, E. (2013). When Relationship Marketing Goes Wrong: Opportunism and Consumer Well-Being in Consumer-Bank Relationships. Journal of Relationship Marketing. 12 (2): 141-163 Verma, V., Sharma, D., Sheth, J. (2016). Does relationship marketing matter in online retailing? A meta-analytic approach Journal of the Academy of Marketing date

Science, 44(2): 206-217. Vieira, A., (2010). Relationship Marketing and the Philosophy of Science: A tribal journey through relationship quality. Journal of Relationship Marketing 9:83-97. Vincent, N. Webster, C. (2013). Exploring relationship marketing in membership associations European Journal of Marketing 47(10):1622-1640. Vincent, N., A., and Webster, C., M. (2013) Exploring relationship marketing in membership associations European Journal of Marketing 47(10):1622-1640. COMMUNICATION, AUTHENTICITY AND ETHICS IN RM. Aim to read two of the following pieces of literature. Alrubaiee, L. (2012). Exploring the relationship between ethical sales behavior, relationship quality, and customer loyalty International Journal of Marketing Studies. 4(1): 7-25. Dickinson, B.J. (2011) The role of authenticity in relationship marketing Journal of Management and Marketing Research 8 (Sept): 1-12. Duncan T & Moriarty S (1998) A Communication Based Marketing Model for Managing Relationships Journal of Marketing 62 (2) :1-13. Fuchs, C., Schreier, M. van Osselaer, S. (2015). The Handmade Effect: What's Love Got to Do with It? Journal of Marketing. 79 (2,): 98-110. Godfrey, A., Seiders, K., and Voss, G. (2011) Enough is enough! The fine line in executing multichannel relational communication Journal of Marketing 75(July):94109. Hede, A., Garma, R., Josiassen, Al, Thyne, M. (2014) Perceived authenticity of the visitor experience in museums. European Journal of Marketing. 48 (7/8): 13951412. Murphy P, Laczniak G, Wood G (2007) An ethical basis for relationship marketing: a virtue ethics perspective European Journal of Marketing 41 (Â˝): 37-57. Ndubisi N. O. Malhotra, N. K. , Capel, C.M. Agarwal, J., Satkunasingam E., Ndubisi, G., C. Patil, A. (2016). Long-Term Oriented Marketing Relationships and Ethical Conduct in Outsourcing Sector Psychology & Marketing, 33(5):372â&#x20AC;&#x201C;388. Newman, G., Dhar, R. (2014). Authenticity Is Contagious: Brand Essence and the Original Source of Production. Journal of Marketing Research (JMR). 51 (3): 371386. Ou, W; Shih, C; Chen, C. (2015). Effects of ethical sales behaviour on satisfaction, trust, commitment, retention and words-of-mouth. International Journal of Commerce & Management, 25 (4):673-686.

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Siems, F., U., Bruton, J., and Moosmayer, D., C. (2010). Integrating core marketing ethical values into relationship marketing Journal of Relationship Marketing, 9 :6882. Steinhoff, L., Palmatier, R., W. (2016) Understanding loyalty program effectiveness: managing target and bystander effects Journal of the Academy of Marketing Science 44 (1): 88–107

Takala & Uusitalo (1996) An alternative view of relationship marketing: a framework for ethical analysis in European Journal of Marketing 30 (2). Widana G.,O., Wiryono S., K., Purwanegara M.,S. and Toha M. (2015). Exploring the impact of Islamic business ethics and relationship marketing orientation on business performance: The Islamic banking experience. Asian Academy of Management Journal, 20 (1):1–25.

RELATIONSHIP MARKETING IN INTERNATIONAL CONTEXTS. Aim to read two pieces of the following literature. Beck J.T., Chapman K., and Palmatier R., W. (2015) Understanding Relationship Marketing and Loyalty Program Effectiveness in Global Markets Journal of International Marketing 23(3): 1–21. Hoppner J.J., Griffith D.A., and White R. C. (2015) Reciprocity in Relationship Marketing: A Cross-Cultural Examination of the Effects of Equivalence and Immediacy on Relationship Quality and Satisfaction with Performance Journal of International Marketing. 23(4): 64–83. Samaha, S., Beck, J. and Palmatier, R. (2014). The Role of Culture in International Relationship Marketing. Journal of Marketing, Sept. 78(5): 78-98. Samiee S., Chabowski B. R., and Hult G.T.M.(2015). International Relationship Marketing: Intellectual Foundations and Avenues for Further Research Journal of International Marketing 23(4): 1–21. THE MARKETING RELATIONSHIP.

Aim to read two pieces of the following literature. Barnes J (1994) Close to the Customer: but is it really a relationship ? Journal of Marketing Management Vol 10 No 7 : 561-570. Batra, R., Ahuvia, A., and Bagozzi, R. (2012). Brand love. Journal of Marketing 76(March): 1-16. Bendapudi, N., and Berry, L.,L. (1997). Customers’ motivations for maintaining relationships with service providers Journal of Retailing, 73(10): 15-37. date

Bhattacharya C & Sen S (2003) Consumer- company identification : a framework for understanding consumers’ relationships with companies Journal of Marketing 67/2 p76. Carvalho, S., W and de Oliveira Mota, M., (2010). The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students Journal of Marketing for Higher Education, 20(1):145-165. Dalziel, N., Harris, F., Laing, A. (2011) A multidimensional typology of customer relationships: from faltering to affective International Journal of Bank Marketing 29(5):398-432. Dwyer, F., R., Schurr, P., H., and Oh, S. (1987). Developing buyer-seller relationships Journal of Marketing 51(April): 11-27. Ganeshan, S. (1994). Determinants of long-term orientation in buyer-seller relationships Journal of Marketing 58(April): 1-19. Henning-Thurau,T., Langer, M.,F. and Hansen, U. (2001). Modeling and managing student loyalty – an approach based on the concept of relationship quality Journal of Service Research 3 (4): 331-344. Hunt, S. D. (2015). The bases of power approach to channel relationships: has marketing’s scholarship been misguided? Journal of Marketing Management , 31 (78) :747-764. Lacey, R., Suh, J., and Morgan, R., M., (2007). Differential effects of preferential treatment levels on relational outcomes Journal of Service Research 9(3): 241-256. Ma. J., (2012). Does the customer-firm relationship affect consumer recovery expectations? Academy of Marketing Studies Journal vol 16 no 2:17-29. Maxham J & Netemyer R (2003) Firms reap what they sow: the effects of shared values and perceived organizational justice on customers’ evaluations of complaint handling Journal of Marketing vol 67 no 1 p46 Morgan & Hunt (1994) The Commitment -Trust Theory of Relationship Marketing in Journal of Marketing no 58 : 20-38 . O’Malley L, Patterson M, Kelly-Holmes H (2008) Death of a Metaphor : reviewing the ‘marketing as relationships’ frame Marketing Theory vol 8 no 2 : 167-188. Palmatier, R.,W., Dant, R., P., Grewal, D., and Evans, K., R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis Journal of Marketing 70 (October):136-153. Ponder, N.; Holloway, B.B.; Hansen, J.D. (2016). The mediating effects of customers’ intimacy perceptions on the trust-commitment relationship Journal of Services Marketing, 30(1):75-87 . Reinartz W & Kumar V (2003) The impact of customer relationship characteristics on profitable lifetime duration Journal of Marketing vol 67 no 1 : 77-99.

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Rojas-Mendez, J., I., Vasquez-Parraga, A., Z., Kara, A., and Cerda-Urrutia, A., (2009). Determinants of student loyalty in higher education: A tested relationship approach in Latin America Latin American Business Review 10: 21-39. Sheaves D and Barnes J (1996) The fundamentals of relationships : an exploration of the concept to guide marketing implementation Advances in Services Marketing and Management, 5: 215-245 . Siems, F., (2009). Extending the life event cycle to Relationship Marketing: New implications for products and Services International Journal of Business Research 10 (2) : 81-96. Smith W & Higgins M (2000) Reconsidering the relationship analogy Journal of Marketing Management 16 (1-3) : 81-94. Tuusjarvi E, Blois K (2004) Interpretations of fairness in dissolution of complex relationships Journal of Marketing Management 20 (9/10): 959-976. Tynan C (1997) A review of the marriage analogy in relationship marketing Journal of Marketing Management 13 : 695-703.

ENGAGEMENT Aim to read two pieces of literature from the following. Bowden, J., Gabbot,M., Naumann, K. (2015). Service relationships and the customer disengagement â&#x20AC;&#x201C; engagement conundrum. Journal of Marketing Management. 31 (7/8) :774-806. Hodi, M., Sriramachandramurthy, R., Sashittal, H. (2015). Interact with me on my terms: a four segment Facebook engagement framework for marketers. Journal of Marketing Management. 31(11/12) :1255-1284. Hollebeek, L. (2013). The customer engagement/value interface: An exploratory investigation Australasian Marketing Journal (AMJ) February 21(1):17-24. Stone, M. (2013) Social intelligence in customer engagement. Journal of Strategic Marketing. 21( 5) :394-401. Vivek, A., Beatty, S., & Morgan R. (2012) Customer engagement: Exploring customer relationships beyond purchase Journal of Marketing Theory and Practice 20 (2) : 127-145. Vivek, S., Beatty, S., Dalela, V, Morgan, R. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory & Practice.. 22 (4):401-420

TRUST. Aim to read two pieces of the following literature.

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Akrout, H.; Diallo, M.F.; Akrout, W.; Chandon, J.-L. (2016) Affective trust in buyerseller relationships: a two- dimensional scale Journal of Business and Industrial Marketing, 31(2):260-273. Aurier, P. and Nâ&#x20AC;&#x2122;Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development Journal of the Academy of Marketing Science. 38:303-325. Carvalho, S., W and de Oliveira Mota, M., (2010). The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students Journal of Marketing for Higher Education, 20(1): 145-165. Clark, R. , Ellen, P and Boles, J. (2010). An examination of trust dimensions across high and low dependence situations. Journal of Business to Business Marketing 17:215-248 Doney, P. and Cannon, J. (1997). An examination of the nature of trust in buyer-seller relationships Journal of Marketing 61(2 ):35-51 . Fang, E., Palmatier, R., Scheer, L., and Li, N. (2008). Trust at different organizational levels Journal of Marketing 72 (2) :80-98. Fullerton, G (2011). Creating advocates: The roles of satisfaction, trust and commitment Journal of Retailing and Consumer Services: 18:92-100. Ganeshan, S. (1994). Determinants of long-term orientation in buyer-seller relationships Journal of Marketing 58(April): 1-19. Garbarino E & Johnson M (1999) The different roles of satisfaction, trust and commitment in customer relationships Journal of Marketing 63 (2) : 70-87. Hennig-Thurau T and Klee A (1997) The impact of customer satisfaction and relationship quality on customer retention: a critical reassessment and model development Psychology and Marketing 14 (8) : 737-764. Michell, P., Reast, J., and Lynch, J. (1998). Exploring the foundations of trust Journal of Marketing Management 14 (1-3) :159-172. Morgan, R. & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. 58, (3): 20-38. Ng., E., Fang, W., and Lien, C. (2016). An empirical investigation of the impact of commitment and trust on internal marketing. Journal of Relationship Marketing 15(1-2):35-53. Palmatier, R.,W., Dant, R., P., Grewal, D., and Evans, K., R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis Journal of Marketing 70 (October):136-153. Palmer, A., Huo, Q. (2013). A study of trust over time within a social network mediated environment. Journal of Marketing Management. 29 (15/16): 1816-1833. Paulssen, M., Roulet, R., Wilke, S., (2014). Risk as moderator of the trust-loyalty relationship. European Journal of Marketing. 48 (5/6): 964-981.

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Randall, W., Gravier, M., and Prybutok, V. (2011). Connection, trust and commitment: dimensions of co-creation? Journal of Strategic Marketing, 19(1):3-24. Roy, S. Devlin, J., Sekhon, H. (2015). The impact of fairness on trustworthiness and trust in banking. Journal of Marketing Management. 31 (9/10) : 996-1017. Sekhon, H., Ennew, C., Kharouf, H., Devlin, J. (2014). Trustworthiness and trust: influences and implications. Journal of Marketing Management. 30 (3/4): 409-430. Sirdeshmukh D, Singh J, Sabol B (2002) Consumer trust, value and loyalty in relational exchanges Journal of Marketing 66 (1) : 15 – 37. Smith B and Barclay D (1997) The effects of organisational differences and trust on the effectiveness of selling partner relationships Journal of Marketing 61 (1) : 3-21 . Toure-Tillery, M. McGill, A. (2015). Who or What to Believe: Trust and the Differential Persuasiveness of Human and Anthropomorphized Messengers. Journal of Marketing. 79 (4): 94-110. Walsh, G. and Mitchell, V. (2010). The effect of consumer confusion proneness on word of mouth, trust and customer satisfaction. European Journal of Marketing 44 (6):838-859.

COMMITMENT. Aim to read two pieces of the following literature. Aurier, P. and N’Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development Journal of the Academy of Marketing Science. 38:303-325. Beatty, S., Reynolds, K., Noble, S., and Harrison, M. (2012). Understanding the relationships between commitment and voice: hypotheses, empirical evidence and directions for future research. Journal of Service Research. 15(3): 296-315. Bergman, M., (2006). The relationship between affective and normative commitment: review and research agenda Journal of Organisational Behaviour 27:645-663. Bhagat, P., (2009) Relationship Development: Tracking the formation of relationship commitment in a controlled setting Journal of Relationship Marketing 8 : 267-278. Carvalho, S., W and de Oliveira Mota, M., (2010). The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students Journal of Marketing for Higher Education, 20(1):145-165. Chenet, P., Dagger, T., and O’Sullivan, D. (2008). Service quality, trust, commitment and service differentiation in business relationships Journal of Services Marketing 24(5):336-346. Coleman M, D (2010). Sunk Cost, Emotion, and Commitment to Education Current Psychology 29:346-356 date

Debabi., M. (2012). Dependence and commitment: Main determinants of negotiation between supplier and retailers International Journal of Marketing Studies 4 ( 3):100-109. Dick A & Basu K (1994) Customer Loyalty: Toward an Integrated Framework Journal of the Academy of Marketing Science 22 ( 2) : 99-113 Fullerton, G (2011). Creating advocates: The roles of satisfaction, trust and commitment Journal of Retailing and Consumer Services: 18:92-100 Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39 (11/12): 1372-1388. Fullerton, G. (2014). The moderating effect of normative commitment on the service quality-customer retention relationship. European Journal of Marketing.: 657-673. Ganesan, A., Brown, S., Mariadoss, B, Ho, H (2010). Buffering and amplifying effects of relationship commitment in business to business relationships Journal of Marketing Research vol xlv11 (April 2010) : 361-373. Ganeshan, S. (1994). Determinants of long-term orientation in buyer-seller relationships Journal of Marketing 58(April):1-19. Garbarino E & Johnson M (1999) The different roles of satisfaction, trust and commitment in customer relationships Journal of Marketing 63 (2) : 70-87 Gonzalez, T., F. and Guillen, M. (2007). Organisational commitment: A proposal for a wider ethical conceptualization of ‘normative commitment’ Journal of Business Ethics, 78:401-414. Gruen, T., W., Summers, J., O. and Acito, F. (2000). Relationship marketing activities, commitment and membership behaviors in professional associations Journal of Marketing 64(July):34-49. Gundlach, G.,T., Achrol, R., S. and Mentzer, J., T. (1995). The structure of commitment in exchange Journal of Marketing, 59 (January): 78-92. Gustafsson, A. , Johnson, M., Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions and triggers on customer retention Journal of Marketing. 69 (4): 210-218. Hagenbuch, D., Wiese, M., Dose, J., and Bruce, M. (2008). Understanding satisfied and affectively committed clients’ lack of referral intent Services Marketing Quarterly 29 (3): 24-74. Hansen, H., Sandvik, K., and Selnes, F. (2003). Direct and indirect effects of commitment to a service employee on the intention to stay Journal of Service Research 5(4):356-368. Hennig-Thurau T and Klee A (1997) The impact of customer satisfaction and relationship quality on customer retention: a critical reassessment and model development Psychology and Marketing 14 (8) : 737-764

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Hening-Thurau,T., Langer, M.,F. and Hansen, U. (2001). Modeling and managing student loyalty â&#x20AC;&#x201C; an approach based on the concept of relationship quality Journal of Service Research 3 (4): 331-344. Jones T O & Sasser W E (1995) Why satisfied customers defect Harvard Business Review Nov-Dec 1995 : 88-99 Kara, A. and de Shields, O. W. (2004). Business student satisfaction, intentions and retention in higher education: An empirical investigation, MEG (Fall 2004), 3, available from http://www.marketingpower.com/community/ARC/gated/documents/teaching/ME O/student_satisfaction.pdf accessed 26 April 2011. Lacey, R., Suh, J., and Morgan, R., M., (2007). Differential effects of preferential treatment levels on relational outcomes Journal of Service Research 9(3): 241-256. Meyer, J., P. and Parfyonova, N., M. (2010). Normative commitment in the workplace: A theoretical analysis and re-conceptualisation. Human Resource Management Review 20(4):283-294. Morgan, R. & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. 58, (3): 20-38. Ng., E., Fang, W., and Lien, C. (2016). An empirical investigation of the impact of commitment and trust on internal marketing. Journal of Relationship Marketing 15(1-2):35-53. Oliver, R., (1999). Whence Consumer loyalty? Journal of Marketing 63 (special issue): 33-44. Palmatier, R.,W., Dant, R., P., Grewal, D., and Evans, K., R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis Journal of Marketing 70 (October):136-153. Ranaweera, C. and Menoon, K., (2013). For better or for worse? Adverse effects of relationship age and continuance commitment on positive and negative word-ofmouth European Journal of Marketing 47(10):1598-1621. Randall, W., Gravier, M., and Prybutok, V. (2011). Connection, trust and commitment: dimensions of co-creation? Journal of Strategic Marketing, 19(1):3-24. Rojas-Mendez, J., I., Vasquez-Parraga, A., Z., Kara, A., and Cerda-Urrutia, A., (2009). Determinants of student loyalty in higher education: A tested relationship approach in Latin America Latin American Business Review 10: 21-39. Sharma, N., Young, L., and Wilkinson, I., (2006) The commitment mix: dimensions of commitment in international trading relationships in India Journal of International Marketing 14 (3) : 64-91 Theron, E., Terblanche, N.and Boshoff, C., (2008) the antecedents of relationship commitment in the management of relationships in business to business financial services Journal of Marketing Management 24 (9-10) : 997-1010

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Tsai, M., and Huang, C., (2008). The relationship among ethical climate types, facets of job satisfaction and the three components of organisational commitment: a study of nurses in Taiwan. Journal of Business Ethics, 80: 565-581. Wong H, Wong R (2012) Relationship commitment in self-financed higher education International Journal of Business and Management 7(7):15-23. GRATITUDE, RECIPROCITY AND OBLIGATION Aim to read two pieces of literature. AkgĂźn, AE., Erdil, O., Keskin, H and Muceldilli, B. (2016) The relationship among gratitude, hope, connections, and innovativeness. Service Industries Journal , 36 (3/4) :102-123. Becker, L., C. 1986. Reciprocity. Routledge and Kogan Paul, New York. NY. Bock, D., E., Garretson J.,A., Black, W., C. (2016) Gratitude in service encounters: implications for building loyalty. Journal of Services Marketing. 30(3):341-358. Bock, D.E., Folse, J.A.G., Black, W.C. (2016). When Frontline Employee Behavior Backfires: Distinguishing Between Customer Gratitude and Indebtedness and Their Impact on Relational Behaviors. Journal of Service Research, 19(3):322-336. Ceaser J. 2012. No thanks to gratitude, Policy Review Dec 2011 & Jan 2012, 59-73. Dahl, D., Honea, H. Manchanda, R (2005) Three Rs of interpersonal consumer guilt: relationship, reciprocity, reparation. Journal of Consumer Psychology 15(4):307-315. Dewani P, P. and Sinha, P, K (2012) Gratitude: An emotional approach in business relationship Research Journal of Business Management 6(1):1-11. Dewani, P.P., Mathur, S., Sinha, P., K. (2016). Role of gratitude and obligation in long term customer relationships Journal of Retailing and Consumer Services, 31: 143156. Emmons, R., A. and McCullough, M.,E. 2004 The Psychology of Gratitude. Oxford University Press. New York. NY. Fredrickson B. 2004. Gratitude Like Other Positive Emotions, Broadens and Builds. In R. Emmons and M. McCullough (eds) The Psychology of Gratitude (145-166). New York Oxford University Press. Goldstein, N., Griskevicius, V. and Cialdini, R. (2011). Reciprocity by proxy: A novel influence strategy for stimulating cooperation Administrative Science Quarterly 56(3):441-473. Gouldner, A. (1960)The Norm of Reciprocity: A Preliminary Review American Sociological Review, 25( 2 ) (Apr., 1960), :161-178. Hasan, S., F., Lings, I., Neale, L., Mortimer, G. 2014. The Role of Customer Gratitude in Making Relationship Marketing Investment Successful. Journal of Retailing and Consumer Services. 21(2014), 788-796.

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Hoppner J.J., Griffith D.A., and White R. C. (2015) Reciprocity in Relationship Marketing: A Cross-Cultural Examination of the Effects of Equivalence and Immediacy on Relationship Quality and Satisfaction with Performance Journal of International Marketing.23(4): 64–83. Huang, M. H. (2015). The influence of relationship marketing investments on customer gratitude in retailing Journal of Business Research, 68(6):1318-1323. Journal of Marketing. March, 78 ( 2):1-19. McCullough, M., Emmons, R., and Tsang, J. 2002. The Grateful Disposition: A Conceptual and Empirical Topography. Journal of Personality and Social Psychology, 82, 112-127. Mishra A., A. (2016) The role of customer gratitude in relationship marketing: moderation and model validation Journal of Strategic Marketing 24(6): 529–549. Morales, A.C. 2005. Giving Firms an E for Effort: Consumer Responses to High-effort Firms. Journal of Consumer Research 31, 806-812. Palmatier, R. , Burke Jarvis, C., Bechkoff, J., and Kardes, F. (2009). The Role of customer gratitude in relationship marketing Journal of Marketing 73 (sept): 1-18. Pelser, J., de Ruyter, K., Wetzels, M., Grewal, D., Cox, D. and van Beuningen, J. (2015). B2B Channel Partner Programs: Disentangling Indebtedness from Gratitude Journal of Retailing 91(4):660-678. Raggio, R. D. and Folse, J., A., G. 2011. Expressions of Gratitude in Disaster Management: An Economic, Social Marketing and Public Policy Perspective on PostKatrina Campaigns. Journal of Public Policy and Marketing, 30(2), 168-174. Raggio, R., D., Walz, A., M. Godbole, M., B., and Folse, J., A., G. (2014). Gratitude in relationship marketing: Theoretical development and directions for future research European Journal of Marketing 48(1/2):2-24. Simon F., Tossan, V. and Guesquière C., C. (2015) The relative impact of gratitude and transactional satisfaction on post-complaint consumer response Marketing Letters 26:153–164. Soscia I. 2007. Gratitude, Delight or Guilt: the Role of Consumers’ Emotions in Predicting Post-consumption Behaviours. Psychology and Marketing vol 24(10), 871-894 (Oct 2007). Wetzel, H., Hammerschmidt, M., Zablah, A. (2014). Gratitude Versus Entitlement: A Dual Process Model of the Profitability Implications of Customer Prioritization.

WORD-OF-MOUTH COMMUNICATION.

Aim to read two pieces of literature. Abendroth, L., Heyman, J. (2013). Honesty is the best policy: The effects of disclosure in word-of-mouth marketing. Journal of Marketing Communications. 19 (4): 245-257. date

Abrantes, J., L., Seabra, C., Lages, C., R., and Jayawardhena, C. (2013). Drivers of ingroup and out-of-group electronic word-of-mouth (eWOM). European Journal of Marketing 47(7):1067-1088. Ahrens, J., Coyle, J., R., Strahilevitz, M., A. (2013). Electronic word of mouth: the effects of incentives on e-referrals by senders and receivers. European Journal of Marketing 47(7):1034-1051. Alexandrov, A., Lilly, B., Babakus, E. (2013). The effects of social and self-motives on the intentions to share positive and negative word of mouth Journal of the Academy of Marketing Science 41:531-546. Alvarez, L., S., Casielles, R., V., and Martin, A., M., D. (2011) Analysis of the role of complaint management in the context of relationship marketing Journal of Marketing Management 27(1/2):143-164. Armstrong A & Hagel J (1996) The real value of on-line communities Harvard Business Review May-June : 134-141. Barrot, C., Becker, J.,U., and Meyners, J. (2013). Impact on service pricing on referral behaviour (2013). Impact of service pricing on referral behaviour European Journal of Marketing 47(7):1052-1066. Berger, J., and Milkman, K., L. (2012). What makes online content viral? Journal of Marketing Research, vol XLIX (April): 192-205. Berger, J., and Schwartz, E. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research vol xlviii(October):869-880. Brown,T., J., Barry, T., E., Dacin, P., A., and Gunst, R., F., (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviours in a retailing context. Journal of the Academy of Marketing Science. 33(2):123-138. Bunder, M. Rajendran, K., and Corbin, S. (2013). The antecedents of satisfaction for Facebook ‘likers’ and their effect on word-of-mouth. Marketing Management Journal, 23(2):21-34. Bunker, M., Rajendran, K., Corbin, S. (2013). The antecedents of satisfaction for facebook ‘likers’ and their effect on word-of-mouth. Buttle F (1998) Word of Mouth: Understanding and Managing Referral Marketing Journal of Strategic Marketing 6 ( 3) : 241-254. Carl W (2008) The role of disclosure in organized word of mouth marketing programmes Journal of Marketing Communications 14 (3) : 225-241. Casidy, R. (2014). Linking brand-orientation with service quality, satisfaction and positive word-of-mouth: evidence from the higher education sector. Journal of Nonprofit and Public Sector Marketing 26:2:142-161. Cheema A and Kaikati A (2010) The effect of need for uniqueness on word of mouth Journal of Marketing Research xlvii (June 2010) :553-563.

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Chen H., and Huang, C. (2013). An investigation into online reviewers’ behaviour European Journal of Marketing 47(10):1758-1773. Chen, A. and Lurie, N. (2013) Temporal contiguity and negativity bias in the impact of word of mouth Journal of Marketing Research Vol L(August 2013):463-476. Chevalier, J., and Mayzlin, D., (2006). The effect of word of mouth on sales: online book reviews. Journal of Marketing Research, 43(3):345-354. Choi, B. and Choi B., (2014). The effects of perceived service recovery justice on customer affection, loyalty and word-of-mouth European Journal of Marketing 48(1/2):108-131. De Angelis, M., Bonezzi, A., Peluso, A., Rucker, D., and Costabile, M (2012). On braggarts and gossips: A self-enhancement account of word-of-mouth generation and transmission Journal of Marketing Research. De Matos, A., and Rossi. C. (2008). Word of mouth communications in marketing : a meta- analytic review of the antecedents and moderators. Journal of the Academy of Science. 36: 578-596. DeCarlo, T., Laczniak, R., Motley, C. and Ramaswami, S. (2007). Influence of image and familiarity on consumer response to negative word-of-mouth communication about retail entities Journal of Marketing Theory and Practice 15(1): 41-52. Dubois, D., Rucker, D., D, Tormala, Z, L. (2011) From rumors to facts, and factos to rumors: the role of certainty decay in consumer communications, Journal of Marketing Research, vol XLVIII (Dec):1020-1032. East, R., Uncles, M., and Lomax, W., (2014). Hear nothing, do nothing: The role of word of mouth in the decision-making of older consumers. Journal of Marketing Management. June 30 (7/8):786-801. F.F. Reichheld (2003), “The One Number You Need to Grow”, Harvard Business Review. Ferguson, R. (2008). Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing Journal of Consumer Marketing, 25(3): 179-182. Gladwell M (2000) The Tipping Point, Abacus, London. Goldenberg J Han S Lehmann D Weon J (2009) The role of hubs in the adoption process Journal of Marketing 73 ( 2) : 1-13. Groeger, L., and Buttle, F. (2014). Word-of-mouth marketing. European Journal of Marketing. 48 (7/8): 1186-1208. Hagenbuch, D., Wiese, M., Dose, J., and Bruce, M. (2008). Understanding satisfied and affectively committed clients’ lack of referral intent Services Marketing Quarterly 29 (3): 24-74. Han H, and Ryu K, (2012) Key factors driving customers’ word-of mouth intentions in full-service restaurants: the moderating role of switching costs. Cornell Hospitality Quarterly 53(2):96-109.

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Harridge-March, S., Quinton, S. (2009). Virtual snakes and ladders : social networks and the relationship marketing loyalty ladder The Marketing Review 9 (2): 171-181. Harrison-Walker, L., J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4 (1): 60-75. Hennig-Thurau, T., Wiertz, C. Fledhaus, F. (2015). Does Twitter matter? The impact of microblogging word of mouth on consumers' adoption of new movies. Journal of the Academy of Marketing Science. May. 43 (3): 375-394. Hinz, O., Skiera, B., Barrot, C., and Becker, J., U., (2011). Seeding strategies for viral marketing: An empirical comparison Journal of Marketing, 75(Nov): 55-71. Jungho, B, Byung-Do, K. (2013) Is the electronic word of mouth effect always positive on the movie? Academy of Marketing Studies Journal 19(10):61-78. Kimmel, A and Kitchen, P (2013) WOM and social media: Presaging future directions for research and practice, Journal of Marketing Communications, DOI:10. 1080/13527266.2013.797730. King, R., Racherla, P., and Bush, V. (2014). What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature Journal of Interactive Marketing 28(3): 167-183 Kozinets, R., de Valck, K., Wojnicki, A., and Wilner, S. (2010). Networked narratives: understanding word of mouth marketing in online communities Journal of Marketing 74: 71-89. Lam, D. and Mizerski, D. (2005). The effects of locus of control on word-of-mouth communication Journal of Marketing Communications 11(3):215-228. Lam, D., Lee, A., and Mizerski, R. (2009). The effects of cultural values in word-ofmouth communication Journal of International Marketing, 17(3):55-70. Liang, S. Ekinci, Y., Occhiocupo, N., Whyatt, G. (2013) Antecedents of travellers' electronic word-of-mouth communication. Journal of Marketing Management. April 29 (5/6) : 584-606. Libai, B., Muller, E. and Peres, R. (2013). Decomposing the value of word-of-mouth seeding programs: Acceleration versus expansion. Journal of Marketing Research Vol L: 161-176. Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of Marketing 70(July):74-89. Lopez, M., and Sicilia, M. (2013) How WOM marketing contributes to new product adoption: Testing competitive communication strategies European Journal of Marketing 47(7):1089-1114. Lovett, M., Peres, R and Shachar, R. (2013). On brands and word of mouth Journal of Marketing Research Vol L(August 2013):427-444. Luo, X. (2007). Consumer negative voice and firm-idiosyncratic stock returns Journal of Marketing 71(July): 75-88.

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Martin, W. (2014). Independent versus incentivized word-of-mouth: effects on listeners. Academy of Marketing Studies Journal. 18 (1): 261-271. Mason, R., B. (2008). Word of mouth as a promotional tool for turbulent markets Journal of Marketing Communications 14(3): 207-224. Mazzarol, T., Sweeney, J., C. and Soutor, G., N. (2006). Conceptualising word-ofmouth activity, triggers and conditions: an exploratory study European Journal of Marketing 41(11/12):1475-1494. Morhart F Herzog W Momczak T (2009) Brand specific leadership: turning employees into brand champions Journal of Marketing 73 (5) : 122-142. Noone, B., M.,(2012). Overcompensating for severe service failure:perceived fairness and effect on negative word-of-mouth intent Journal of Services Marketing 26(5):342-351. Nyer, P., U. and Gopinath, M. (2005). Effects of complaining versus negative word of mouth on subsequent changes in satisfaction: the role of public commitment Psychology and Marketing, 22 (12):937-953. Park, D., Lee, J., and Han, I (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4):125-148. Patti, C., H., and Chen, C., C. (2009). Types of word-of-mouth messages: Information search and credence-based services Journal of Promotion Management 15:357-381. Peres, R and Van den Bulte, C. (2014). When to take or forgo new product exclusivity: balancing protection from competition against word-of-mouth spillover. Journal of Marketing 78(March 2014):83-100. Porter, C., El, Donthu, N., Baker, A. (2012). Gender differences in trust formation in virtual communities, Journal of Marketing Theory and Practice 20(1):39-58. Reichelt, J, Sievert, J, Jacob, F (2013) How credibility affects ewom reading: the influences of expertise, trustworthiness, and similarity on utilitarian and social functions, (2013) Journal of Marketing Communications, June,:1-17. Reichheld, F. (2009). Closing the customer feedback loop. Harvard Business Review 87(12):43-47. Ryu, G. and Feick, L. (2007). A penny for your thoughts: Referral reward programs and referral likelihood Journal of Marketing 71 (January): 84-94. Samson, A. (2006). Understanding the buzz that matters: negative vs positive word of mouth International Journal of Market Research 48(6): 647-657. Schmitt, P, Skiera, B, Van den Bulte C. (2011) Referral programs and customer value Journal of Marketing 75(January): 46-59. Sun, T, Ayoun, B and Calhoun, J. (2013) The effect of organisational commitment on word-of-mouth intentions in recruitment in China Journal of Human Resources in Hospitality and Tourism, 12:192-216.

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Sweeney, J., Soutar, G. and Mazzarol, T. (2014). Factors enhancing word of mouth influence: positive and negative service-related messages European Journal of Marketing 48(1/2):336-350. Sweeney, J., Soutar, G., Mazzarol, T. (2012). Word of mouth: Measuring the power of individual messages European Journal of Marketing 46(1):237-257. Sweeney, J.,Soutar, G., Mazzarol, T. (2014). Factors enhancing word-of-mouth influence: positive and negative service-related messages. Topcu, B., and Duygun, A. (2015). The Impacts of Customer Loyalty on Negative Word-of-Mouth Communication and Repurchase Intention. Journal of Marketing & Management. May 6 (1): 16-27. Trusov, M., Bucklin, R., and Pauwels, K. (2009). Effects of word of mouth versus traditional marketing: findings from an internet social networking site Journal of Marketing 73(5): 90-102. Walsh, G. and Mitchell, V. (2010). The effect of consumer confusion proneness on word of mouth, trust and customer satisfaction. European Journal of Marketing 44 (6):838-859. Wangenheim, F. and Bayon, T. (2004). The effect of word of mouth on services switching: Measurement and moderating variables European Journal of Marketing 38(9/10):1173-1185. Williams, M and Buttle, F. (2014). Managing negative word-of-mouth: an exploratory study. Journal of Marketing Management. Oct 30 (13/14): 1423-1447. Williams, M. and Buttle, F. (2013). Managing Word-of-Mouth: A Nonprofit Case Study. Journal of Nonprofit & Public Sector Marketing. 25 (3): 284-308. Wolny, J. and Mueller, C. (2013). Analysis of fashion consumersâ&#x20AC;&#x2122; motives to engage in electronic word-of-mouth communication through social media platforms. Journal of Marketing Management. April 29 (5/6): 562-583. Ya, Y., Vadakkepatt, G., Joshi, A. (2015). A Meta-Analysis of Electronic Word-ofMouth Elasticity. Journal of Marketing. 79 (2): 19-39 Zhang, L., Ma B., and Cartwright, D., K. (2013). The impact of online user reviews on cameras sales [sic] European Journal of Marketing 47(7):1115-1128. Zhu, F., and Zhang, X. (2010). Impact of online consumer reviews on sales: the moderating role of product and consumer characteristics Journal of Marketing 74 (March):133-148.

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APPENDIX 1: PREVIOUS YEAR’S STUDENT FEEDBACK AND TUTOR RESPONSE.

Relationship Marketing: mid unit feedback.

Conducted Tuesday 27 October 2015. Overall. Students evaluated the unit positively. On a scale of 1-7 where 1 is low (strongly disagree), 7 is high (Strongly agree). ‘Overall I am satisfied with this unit’: BAPR: 6.5 (n=4) BAA: 6.0 (n=6) BAMC: 6.2 (n=31) 98% students agreed. ‘I would recommend this unit to other students choosing their final year options’. BAPR: 6.5 (n=4) BAA: 6.0 (n-6) BAMC: 6.3 (n=31). 100% student agreed. date

Themes. Positives: Enthusiastic tutor; interactive sessions; providing inspiration for dissertation; group tasks; engaging lectures and seminars; facebook group useful; sharing ideas with peers is valued; supportive readings; help provided by tutor; good links with other units; challenging; clear communication outside lectures and seminars; interesting content; approachability of lecturer; good mix of academic and practice. Negatives: Amount of work; needs more clarity regarding role of RM in practice lectures, perhaps more theoretical links; could RM in practice lectures be provided on powerpoints? Sample qualitative comments. BA(Hons)Public Relations I am thoroughly enjoying this unit and find it easy to engage with as the tutor is enthusiastic and the module is structured in a way that encourages participation (there are many tasks after a concept is introduced so that your understanding of it can be put into practice). I find the subject matter interesting and both Fiona and Tauheed present the ideas in an intriguing way. BA(Hons)Public Relations Gives a good understanding for dissertation; like how interactive it is; combines marketing advertising and pr; gives a good understanding for pr practice; has given me inspiration for dissertation.

BA(Hons)Public Relations

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Really enjoying seeing comms in a way that isnâ&#x20AC;&#x2122;t pr focused â&#x20AC;&#x201C; makes me more engaged and excited to do the additional reading to understand theories. I was a bit lost at first (as normal when I start most new units) but I was actually able to understand theories and concepts within RM and participate in discussions. BA(Hons)Public Relations I am really enjoying this unit and I am learning a lot of marketing information that I did not previously know. Great support and interesting information being taught. BA(Hons)Advertising This unit is going well, there are a lot of way s this has helped me with other units I do and to just help broaden the knowledge of relationship marketing. This has helped me with choosing a dissertation topic and the lectures an seminars have been really helpful and exciting. I enjoy a lot of the group tasks and teaching styles they have been great. BA(Hons)Advertising [unit going ] very well. I like how we have one to one tutorials. Also how the seminars allow you to do the different tasks together so you understand. And the facebook group is a good idea. BA(Hons)Advertising I am enjoying the unit â&#x20AC;&#x201C; find the seminars very engaging and find that Fiona is very passionate about the subject which makes me even more motivated. I think the sharing of ideas with our peers online is also a great way to learn. BA(Hons)Marketing Communications Really engaging unit. Level of support is good. Good mix of academia and rm in practice lectures.

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BA(Hons)Marketing Communications So far I am really enjoying the unit. The workload is higher than I was expecting and the reading is demanding. The lectures have been really interesting and engaging and one hour rather than two is definitely beneficial as two hours in other units can really drag. BA(Hons)Marketing Communications I find Fiona’s seminars and lectures really engaging and useful. Also Fiona’s support for the assignment has been great and extremely helpful to guide the area of RM I will be focusing on. Perhaps Tauheed’s lectures could be more integrated with theory and applications to egs instead of purely just case studies and no academic application BA(Hons)Marketing Communications I find your lectures and seminars really engaging and informative. However I struggle with Tauheed’s lectures in terms of understanding how to apply theories and how they relate to our assignment. BA(Hons)Marketing Communications I find it extremely interesting yet challenging. It is really great to finally understand conceptual frameworks and how to understand mediating variables and outcomes across all journal articles now. It is great to see everyone engage on facebook and opens your eyes to new ideas. Response. Thank you for the positive comments. This year was the first year in which we have introduced the ‘RM in practice’ lectures so we are interested to hear your feedback on these. Our intent was to provide a real practice focus to counterbalance the more theory orientated seminars. They are not intended to directly relate to your assignment, but hopefully will give you ideas for your assessment, perhaps examples for your exam and possibly some practice based inspiration for your dissertation. Many people commented positively about the lectures, but we can see that it is helpful to reiterate their role. date

There was some concern expressed about the quantity of tasks, just to remind you that you don’t have to do all the tasks, the intention is to provide students with a menu of things to do that they can choose from which they think will help their learning. Action.   2

We will include more reference to theory in the final RM in practice lecture. TO is providing advice as to how you can easily print off his lectures. MUSE feedback RM.

Quantitative feedback. On a scale of 1-5 where 1 is definitely agree (good) and 5 is definitely disagree (bad).

Overall: 1.7 I have been able to access general IT resources when I needed to: 1.7 The library resources and services are good enough for my needs 1.9 Feedback on my work has helped me clarify things I did not understand 1.9 Feedback has been prompt 1.7 Staff have made the subject interesting 1.4 Staff are good at explaining things 1.4 I have received sufficient advice and support with my studies 1.7 Assignment briefs have been clear to me 1.8 100% students agreed/definitely agreed to every statement. Qualitative comments/themes Positive  

Good support Seminars useful

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Negative 

Some concern about number of tasks for outside class.

End of unit feedback

Method: Request for feedback placed on myBU announcements after conclusion of unit. 9 respondents (cohort 50) Results: Positive feedback:   

Mix of assessments seen as good Revision sessions seen to be helpful Approachability, enthusiasm and support offered by the tutor commented on.

Concern for next year 

Timing of exam was questioned - close to the BM exam which many were taking.

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APPENDIX 2.

CITING BIBLIOGRAPHIC REFERENCES : THE HARVARD SYSTEM You should use the Harvard referencing system. You can find these at the library website following this web link. http://libguides.bournemouth.ac.uk/bu-referencing-harvard-style . Please ensure that you understand the referencing system, particularly if you have spent a year out on placement. Come and ask me for advice if you are unsure about anything. Iâ&#x20AC;&#x2122;m happy to help. Inappropriate or incomplete referencing can constitute an assessment offence. Please also ensure that you provide references, using the Harvard system, for any of your own work to avoid self-plagiarism. Information about academic offences can be found at the following link. http://portal.bournemouth.ac.uk/C17/Academic%20Offences/default.aspx

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APPENDIX 3: Previous student coursework titles. 

From commitment to cult: an analysis of the drivers of face to face wom by Apple’s advocates



An analysis the contribution of online reviews on trust-building between leisure attractions and their consumers.



An examination of the role of shared values as a driver of FTO’s intermediate customers and/ or end users’ normative and affective commitment towards fair trade



An analysis of Nando’s use of social media to promote customer engagement.



An analysis of the role of shared values related to community in the sustenance of Waitrose’s marketing relationships with its customers



An examination of Instagram’s approach to generating engagement amongst its users.



examination

the

role

of ethical management

policies

and

practices in Body Shop’s generation of trust with end users. 

An analysis of the role of normative commitment within the Government’s Change for Life campaign.



An exploration into Nando’s reward card scheme as a gratitude-based reciprocity strategy



An analysis of the impact of Nike’s usage of experiential marketing on the generation and sustenance of customer engagement



An examination into the nature of and foci for commitment within Slimming World’s customer base.



"An analysis of the impact of ethical values and practice upon trust building between an organisation and its key relational partners: a case study of Rubies date

in the Ruble (this was adapted from one in the unit guide covering the body shop.) 

An exploration into Adobe’s use of its online and events communities to generate engagement with existing and potential customers.



An examination of the nature and implications of word of mouth generation and transmission within ASOS



An examination of Red Bull’s approaches to developing authentic marketing relationships with collaborators.



An analysis of Nike’s use of online communication to generate and sustain consumer trust



Analysis of the role of management policies and practices and front line employees in retailers’ approaches to trust building with consumers: John Lewis case study.



An analysis of Ocado’s relational strategies and their impact on customers’ commitment



An analysis of O2’s use of rewards to build customers’ commitment.



An analysis of the contribution of transparent communication to trust building between a political party and its supporters



An analysis of ASOS’s use of personalized relational strategies on customers’ trust



An evaluation of Jack Daniels’ as a authentic relationship marketer in the context of its relational interactions within buyer partnerships



An analysis of the potential role of social media as a platform for customer engagement within the luxury hospitality sector.



examination

into

the

role

events’

organisors

authentic

representatives of their clients 

An analysis of the characteristics of MAC customers who post online positive word-of-mouth on You-Tube.



An analysis of the role of shared values as a driver of customers’ commitment towards the Body Shop



An analysis of the impact of AS’s relational activities on the development and sustenance of consumer trust.



An analysis of MCS’s current and potential approaches to building commitment amongst its fundraising network (corporate donors, legacies, individual donors)

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

An analysis of Paddy Power’s unethical practices and their impact on its customers’ affective and normative commitment.



An analysis of Waitrose’s ethical practice and its impact on customers’ affective and normative commitment



An analysis of Mac Donald’s use of relational communication strategies to build and sustain trust amongst its customers



An exploration into M&S’s approaches to ethical practice amongst its buyer, lateral, internal and supplier partnerships.



An analysis of the role of transparent communication within Sainsbury’s ethical practice with its consumers



An examination of Starbucks’ relational strategies and their impact on Starbucks’ UK customers’ affective commitment.



An examination of the impact of M&S’s ethical practice on the development and sustenance of customers’ normative and affective commitment



An examination of Innocent’s use of relational activity to build consumer trust.



An analysis of the impact of management policies and practice and frontline employees on consumer trust building within a ‘low trust’ sector: a case study of Borro.



An analysis of TOMS’ use of ethical practice to generate gratitude based reciprocity.



An examination of the impact of Sainsbury’s charitable activity on consumer trust



An analysis of

Burberry’s practice as an authentic relationship marketer

within buyer partnerships. 

An analysis of authentic relationship marketing within the context of luxury heritage brands.



An analysis of the impact of Clarks' shoes relational strategies on building trust and affective commitment with its customers.



An analysis the development of consumer trust and satisfaction within an online retail environment: A case study of Amazon.



An examination of the impact of Costa’s CSR strategies on trust-building amongst Costa’s customers.



An examination of the role of relational communication on consumer trust building within the context of energy sector small suppliers.

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

An analysis of the National Trust’s current and potential approaches to building trust with its volunteers: a case study of Nymans Gardens.



An analysis of the impact of the Advantage Card relational strategy on customers’ trust and affective commitment towards Boots.



An analysis of Tesco’s approach to relational communication and its impact on customer commitment.



An exploration into the nature of authenticity and its impact on the development of consumers’ affective commitment: a case study of Heinz UK.



An analysis of QVC’s use of relational strategies to build trust within its buyer and supplier partnerships.



An analysis of the impact the relational strategies adopted by Johnson and Johnson on trust building amongst Capol purchasers.



An examination of the nature and implications of American Apparel’s ethical practice within buyer, supplier and internal partnerships.



An analysis of Boots’ use of rewards to build gratitude-based reciprocity within Advantage Card holders.



An exploration into Nationwide’s use of relational strategies to build consumer trust.



An analysis of Gummerson’s (1996) notion of employees as ‘part-time marketers’ and its implications for relational marketing within the retail sector.



An analysis of Hello Fresh’s trust building strategies and their impact upon consumers’ affective commitment.



Analysis of the impact of Body Shop's collaborative (or lateral) partnerships on the generation and sustenance of Body Shop's customers’ affective commitment.



Analysis of Apple’s environmental practices and their impact upon consumers’ normative commitment.



An analysis of the impact of privacy issues on trust-building amongst Apple’s consumers.



An examination of Pirelli’s approaches to trust-building within buyer partnerships with intermediate customers.



An examination of the nature of co-operation within BA’s lateral partnerships.



An examination of the role of shared values within Lego’s buyer, supplier, internal and lateral partnerships.

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

An examination of NOTHS’ use of authentic supplier partnerships to develop affective commitment amongst its customers



An assessment of the role of authenticity within Meridian Foods’ buyer partnerships with independent intermediate customers.



An analysis of the opportunity for Mercedes to develop gratitude-based reciprocity strategies to stimulate positive word-of-mouth amongst mavens.



An examination into Lush’s use of authentic shared values and their impact on the development of affective commitment within its buyer, supplier and internal partnerships



An analysis the impact of authentic supplier partnerships on the development of trust between Carluccio’s and its consumers



An examination of the nature and implications of calculative commitment within Bosch’s supplier B2B partnerships.



An analysis of MAC’s in-store relational strategies and their impact on consumers’ affective commitment.



An analysis of the role of partners within John Lewis’ approaches to authentic relationship marketing.



An analysis of O2’s approaches to stimulating engagement with customers and the implications for customer retention.



An examination of Emirates Airlines RM strategies and their impact on the development and maintenance of customer commitment.



An examination of the impact of authenticity on Mr Porter’s strategies to build affective commitment amongst its customers.



An analysis of the nature of ASOS’s relational communication and its impact on consumers’ trust.



An analysis of the nature and implications of ethical practice within Amazon’s buyer, supplier and internal partnerships.



An analysis of Sky’s use of relational strategies to develop affective commitment across its buyer and internal partnerships



An analysis of Innocent’s use of storytelling as an approach to building trust amongst their consumers.



An assessment of charities use of guilt in relational communications and its impact on current and potential donors’ trust: a case study of the Dogs’ Trust.



An analysis of the impact of partnership within the context of John Lewis, on the development of commitment across the stakeholder network

date



An analysis of the authenticity and integrity of shared values within the context of A&F's marketing relationships with consumers.



An analysis of Benefit consumers’ affective commitment and its impact upon the generation of positive word-of-mouth



An analysis of the role of reciprocity within consumers’ generation of positive word-of-mouth on social media platforms: a case study of Johnson’s Baby.



An examination of the role of transparent communication within marketing relationships between Netflix and its consumers.



An analysis of the integration of ethical values within consumer marketing relationships: a case study of EE.



An examination of the impact of Texaco’s communication strategies upon trust building between Texaco and its consumers



An analysis of Mr Porter’s use of personalisation to create customer engagement



An analysis of the nature and role of Silver Door’s employee marketing relationships



An examination of the transferability of shared values between an organisation and its consumers across cultural boundaries: a case study of Harley Davidson.



An examination of NME's use of authenticity to build trust across its stakeholder network.



An analysis of the impact of ethical values and practice upon trust building between an organisation and its key relational partners: a case study of body shop.



An analysis of gratitude strategies and their ability to create reciprocal behaviour in the form of positive word-of-mouth amongst consumers: a case study of Procter & Gamble's Supersavvyme online platform



An analysis of the impact of the seller-buyer relationship upon trust-building within business to business contexts



An examination of the challenges establishing consumer trust and commitment within the fashion retail context.



An exploration into Innocent's ethical practice and its impact upon consumers' commitment



An analysis of the interplay between confidence in creative leadership and commitment to the organisation across key relational partners within the fashion sector.

date



An exploration into Boots’ Advantage scheme as a gratitude-based reciprocity strategy



An examination of the nature authenticity and its role within the generation of customer engagement: a case study of Disney



An exploration into Coca cola’s use of relational strategies to build consumer trust



An exploration into Nike’s use its online communities to generate engagement with existing and potential customers.



An exploration into LUSH’s use of in-store relational strategies to generate customer engagement



An exploration into how Tesco’s use relational marketing strategies to build commitment with their customers.



An examination of ASOS’s use of personalised relational strategies to generate customer engagement



A critical analysis of O2’s use of online communications to create and sustain consumer engagement



An analysis of the nature and focus of trust within online ecommerce: a case study of Amazon.com



An analysis of BT’s use of storytelling within its marketing communication to build consumer trust.



An analysis of the nature and role of trust between Sky and its key relational partners.



An analysis of the role of transparency in O2’s trust building strategies amongst its consumers



An analysis of the impact of ethical practice on consumer trust building a case study of Starbucks



An examination into Cambridge Satchel Company’s online positive word of mouth strategy and its development of create online advocacy as a result of customer satisfaction.



An exploration into Bodyform’s engagement with customers and potential customers through online relational strategies.



An analysis of Whole Foods’ shared values and their influence on trust building strategies.



An analysis of the National Trust’s use of relational strategies to generate and sustain engagement with families.

date



An exploration into the opportunities for referral marketing within the privatised person healthcare sector.



An exploration into the relational strategies Fisher Price use to build trust with their consumers.



An exploration into the social media relational strategies Top Shop use to develop trust with their consumers



A re-evaluation of Vivek et al.’s (2012) model of customer engagement within the context of Ben and Jerry’s relationship marketing activity.



An examination into the place of ethics within Starbucks’ trust building strategies across its relational network.



An exploration into Pizza Express’ use of communication strategies to enhance customer gratitude



An analysis of the impact of Stella McCartney’s shared values on the generation and sustenance of customer commitment



An analysis of Camelot’s ethical practice and its impact on trust building within Camelot’s relational network



An examination of the role of RAC’s front line employees and management policies and practices in the generation and sustenance of trust with RAC customers.



An analysis of apple’s relationship building strategies and their impact on customers’ trust and commitment



An analysis of perceptions of opportunistic behaviour within the context of the comic book industry and the impact of these perceptions on readers’ commitment.



An analysis of the impact of employee transition upon commitment within buyer/supplier relationships



An analysis of consumers’ trust in online reviews within the gaming sector.



An analysis of the impact of an organisation’s ethical attributes/practice on customer reciprocity: a case study of Graze.



An examination into medical charities’ strategies to develop normative commitment with their donors.



An examination into BA’s use of relational communication to build trust across its stakeholder network



An analysis of Disney’s use of relationship marketing strategies to engage with parents and children

date



An examination of Nationwide Building Society’s approaches to building and sustaining customer commitment.



An exploration into Starbucks’ approaches to service recovery and their impact on consumers’ word-of-mouth communication.



An exploration of the impact of authenticity and rejection of opportunistic behaviour on the development of consumer trust: a case study of Disney Institute.



An examination into the GBK’s use of social media to generate customer engagement



An exploration into Burberry’s use of social media to develop and sustain customer engagement



An analysis of how London Irish Rugby Club use relationship marketing strategies to build commitment with their supporters



An exploration into the evidence and role of opportunistic behaviour within marketing relationships between Wadworth brewery and its pub estate.



An analysis of the range and characteristics of marketing relationships within which pharmaceutical companies engage with their patients.



An analysis of the evidence of and opportunities for referral marketing within the banking sector



An analysis of the opportunities within the airline sector to develop gratitude strategies with their business flyers in order to generate reciprocal behaviours in the form of online positive wom.



An analysis of the opportunities for British airways to generate gratitude amongst its customers with the aim of evoking online positive word of mouth as a reciprocal behaviour.



An examination into how Innocent use relationship marketing strategies to build trust with their customers.



An analysis of the role of telephone communication in building trust within Silver Door’s marketing relationships with property partners and clients.



An analysis of the evidence of and opportunities for Arsenal football club to build commitment between itself and its supporters.



An analysis of start-up companies’/fp digital’s approaches to generating (online) positive word-of-mouth communication amongst the local business community



An analysis of start-up companies strategies for building trust with their potential customers

date



An analysis of the role of power within marketing relationships between recording artists and their record labels.



An analysis of the changing role of power during the recording artist/record label relationship lifecycle .



An analysis of Marks and Spencer’s trust building strategies across its relationship network.



An analysis of the evidence of and opportunities for Marks and Spencer’s trust building strategies within its relationship network.



An evaluation of the nature and role of negative online word-of-mouth communication within the independent restaurant sector.



An analysis of organisational responses to negative online word-of-mouth communication within the independent restaurant sector.



An analysis of the evidence and nature of the marketing relationship between Silver Door and Executive Serviced Apartments from the perspective of both relational partners.



An analysis of the nature and role of online communication within Nike’s marketing relationships with its consumers.



An exploration into gratitude and co-operation strategies within Innocent’s marketing relationships with its consumers.



An exploration into the impact of Innocent’s gratitude strategies on its consumers’ propensity to co-operate



An analysis of the role shared values within Innocent’s marketing relationships with its retailers and consumers



An analysis of the role of shared values within Innocent’s marketing relationships across its stakeholder network.



An analysis of IKEA’s use of the online environment to generate commitment amongst its customers



An analysis of ethical challenges the relationship marketer working within the charitable sector, might face when engaging with communication strategies aimed at donors



Fifteen years on: a reappraisal of the value of the KMV framework as a credible underpinning for business to consumer relationship marketing.



An analysis of P&O’s a:roaches to building affective and normative commitment with its customers

date



An analysis of the introduction of Waitrose’s loyalty card as a method of maintaining consumer commitment over the stages of the marketing relationship lifecycle



An analysis of the relationship between o:ortunistic behaviour, respect , trust and value within the low cost sector



An analysis of the relationship between opportunistic behaviour, respect , trust and value within the Ryan Air’s marketing strategies.



An analysis of the development of consumers’ trust within the banking sector: the role of and interaction between, trust in generic banking, management: and front line employees



An analysis of the forms and roles of commitment between Playstation and its gamers



An analysis of Waitrose’s strategies to forge consumer commitment amongst new customers



An analysis of Waitrose’s gratitude strategies and their impact on consumers’ commitment.



An analysis of the impact of Starbucks’ charitable associations on positive and negative online word-of-mouth communication.



An analysis of Airbus’ use of ‘straight to tom’ online communication strategy to build trust with its employees.



An analysis of airbus’ use of communication strategies to build trust with its employees.



An analysis of the role of communication in generating trust between Borro and its consumers over the period of the relationship lifecycle.



An examination into the impact of communication on trust within the contract sector



An evaluation of the potential for UK banks to develop commitment between themselves and their student customers.



An analysis of John Lewis’ employee-focussed gratitude strategies and their impact upon employee-generated positive word-of-mouth communication



An analysis of Dove’s authentic communication strategies and their impact on trust and word of mouth communication



An analysis of the benefits and drawbacks of a relational, collaborative response to crisis situations within the supplier-retailer marketing relationship.

date



An analysis of the impact of loyalty cards on consumer commitment within the large supermarket grocery sector.



An analysis of fast food chains’ responses to online negative word of mouth communication from their customers.



An analysis of fashion retailers’ use of social media to develop marketing relationships with their customers.



An analysis of the evidence of and opportunities for fashion retailers to use social media to build and develop marketing relationships with their customers.



An analysis of the forms and role of commitment between Sainsbury’s and its consumers.



An analysis of the opportunities for referral programmes to be successfully employed by small communication agencies to secure new business and maintain existing clients.



An analysis of T Mobile’s approaches to building commitment with its consumers.



An analysis of the nature and role of commitment within T Mobile’s marketing relationships with its consumers



An exploration into Cancer Research UK’s collaborations with corporate partners and its implications for donors’ trust in Cancer Research UK



An exploration of trust building techniques in online retail market place



A re-evaluation of the KMV framework within the non-profit sector. A case analysis of the Cancer Resource Centre



An analysis of the efficiency of institutional word of mouth: A case study of Bzz Agent



An analysis of online entertainment retailers’ strategies to build trust in the online environment



An exploration into the relationship between opportunistic behavior and trust within the client-agency relationship



An exploration into the evidence of opportunistic behavior and its impact on trust within the context of consumer loyalty schemes



A critical analysis of the impact of opportunistic behavior on consumer trust in companies engaging in cause-related marketing



Power and trust in media commerce



An analysis of the current and potential role of power within the marketing relationships of large-scale retailers and consumers in the UK Grocery Sector date



An exploration into consumers’ perceptions of commitment towards the hair care service sector



An examination of how employees can help to instigate and spread positive word of mouth



An analysis of how cause related marketing can help develop consumer trust



The role of trust in affinity marketing relationships within the financial services sector



An analysis of the importance of word of mouth communication across the marketing relationship lifecycle in the context of emerging websites and prevalent online activities



An exploration into the impact of cause-related marketing schemes on consumers’ trust in UK supermarkets



An analysis of the challenges that brands face in seeking to control word of mouth (WOM) in the context of social networking sites.



An analysis of undergraduate students’ commitment to their HEI



An analysis of Bournemouth Borough Council’s current and potential trustbuilding strategies with its internal partners (within the relationship network).



An analysis of Orange Mobile’s approaches to building affective and calculative commitment with its consumers.



An analysis of Sisley’s approaches to building affective, calculative and normative commitment amongst its consumers.



An analysis of the impact of a cycle of reciprocation on the relationship quality of consumer marketing relationships within the airline sector



An analysis of large grocery retailers’ use of reward schemes to maintain consumer commitment over the stages of the marketing relationship lifecycle.



An analysis of the challenges faced by hotels in managing negative electronic word of mouth communication during a rebranding exercise.



An analysis of the role of storytelling in building trust between an organisation and its consumers



An analysis of how Tesco’s front line employees support the trust building process with Tesco’s consumers



An analysis of the impact of face-to-face negative wom on Virgin Media’s trust-building strategies targeted at student consumers.



An analysis of consumers’ reciprocation as a response to Waitrose’s gratitude strategies. date



An analysis of the opportunities for major home entertainment brands’ to build trust and commitment with their consumers



An analysis of the role of front line employee trust and commitment and its impact on marketing relationships with consumers : a case study of Waitrose.



An analysis of the impact of premier league clubs’ financial status on their supporters’ commitment



An analysis of current and potential communication strategies aimed at restaurant customers at the end of the marketing relationship lifecycle



An analysis of the importance of customer gratitude and its ability to create reciprocal behaviours in the form of positive word of mouth communication in the retail sector.



An analysis of the John Lewis’ approaches to developing trust/commitment with its employees and the impact of this on its trust /commitment-building strategies aimed at consumers



An analysis of the impact of expectations upon gratitude within 3M’s distribution channel relationships



An analysis of the role of power within Tesco’s marketing relationships with fresh food suppliers.



An analysis of the role of trust and commitment within donors’ marketing relationships with ideologically based overseas aid charities.



An analysis of trust-building processes operating within grocery sector CRM initiatives.



An exploration into the role of online communication in building consumers’ commitment to Asos

date