Relationship marketing and marketing ecosystems concerns how to approach relationship management and what to consider from a managerial perspective. It will revolve around how marketeers succeed in the initiation, management, and development of dyadic relationships to customers as well as how these relationships affect the ecosystem and how they are affected by the wider marketing network/ecosystem context.
The module builds on several marketing concepts and principles and an understanding of these is required to follow the course. The means for delivering the module will be lectures as well as assignment and other forms of exercises. Some of these will involve digital means. Also, digital aspects of relationship management and digitalization of marketing ecosystems will be part of the curriculum.
The objective is that the student after the module possesses the necessary knowledge on:
The objective is that the student after the module possesses the necessary skills in:
The objective is that the student after the module possesses the necessary competences in:
For information see § 17.
|Name of exam||Relationship Marketing and Marketing Ecosystems|
|Type of exam|
Written or oral examIndividual examination.
|Type of grading||Internal examination|
|Criteria of assessment||The criteria of assessment are stated in the Examination Policies and Procedures|
|Danish title||Relationsmarkedsføring og marketing økosystemer|
|Language of instruction||English|
|Location of the lecture||Campus Aalborg|
|Responsible for the module|
|Study Board||Study Board of Economics and Business Administration|
|Department||AAU Business School|
|Faculty||Faculty of Social Sciences and Humanities|