Relationship Marketing and Marketing Ecosystems


Content, progress and pedagogy of the module

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.

Learning objectives


The objective is that the student after the module possesses the necessary knowledge on:

  • central theoretical principles of relationship marketing including relationship phases and lifecycles.
  • reciprocity and commitment in relationships.
  • the role of trust in relationship building and management.


The objective is that the student after the module possesses the necessary skills in:

  • classifying and analyzing different types of buyer-supplier relationship.
  • identifying scientific issues in building relationship management competences.
  • analyzing critical issues of complementarity in wider marketing ecosystems.


The objective is that the student after the module possesses the necessary competences in:

  • reflecting on different types of relationship building approaches.
  • critically discussing individual and organizational capabilities for relationship management.
  • assessing marketing ecosystems and identify complements in marketing ecosystems.

Type of instruction

For information see § 17.


Prerequisite for enrollment for the exam

  • A prerequisite for participating in the exam is that the student has handed in written material.


Name of examRelationship Marketing and Marketing Ecosystems
Type of exam
Oral exam
Group examination with max. 5 students.
AssessmentPassed/Not Passed
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleRelationsmarkedsføring og marketing økosystemer
Module codeKAMAR20224
Module typeCourse
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Study BoardStudy Board of Economics and Business Administration
DepartmentAalborg University Business School
FacultyFaculty of Social Sciences and Humanities