Marketing Relationships and Networks

University of Limerick

Course Description

  • Course Name

    Marketing Relationships and Networks

  • Host University

    University of Limerick

  • Location

    Limerick, Ireland

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    Prerequisites: MK4002

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Rationale and Purpose of the Module: 
    1. To introduce relational approaches to marketing.
    2. To understand the nature and importance of interaction in service, intra-organisational and mass marketing contexts.
    3. To understand the process of relationships development and to appreciate relationship success variables and how they might be fostered.
    4. To consider approaches to relationship management including CRM.
    5. To understand competitive and collaborative networks and the strategic implications for individual organisations.
    6. To appreciate the implications of marketing when viewed as relationships and networks.

    Syllabus: Service Logic in Marketing. Relationships and Networks as source of innovation. Relationship Development. Relational capabilities. Intra-organisational and inter-organisational interaction and relationships. Relationships success variables including trust, commitment and shared values. Cultural dimensions to relationships. Collaborative and competitive networks. Relationship marketing strategy and Customer Relationship Management. Comparing B2B, B2C and C2C interaction in networks.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.