MKTG 409 — Relationship Marketing
Marketing & Entrepreneurship · University of Ghana
This course focuses on the conceptual and theoretical foundations of Relationship Marketing. A number of theoretical perspectives developed in economics, law and social psychology are being applied in Relationship Marketing. These include transactions cost analysis, agency theory, relational contracting, social exchange theory, network theory, and inter-organisational exchange behaviour. It includes an analysis of different types of business relationships, such as those between a company and its suppliers, customers and distributors.
- Credits
- 3
- Level
- Level 400
- Semester
- Semester One
Other courses on this programme
- ECCM 401 — Measuring Customer Satisfaction
- ECCM 402 — Trust Building and Negotiation Skills
- ECCM 403 — Key Account Management
- ECCM 404 — Corporate Social Responsibility and Sustainability Marketing
- ECCM 405 — Public Sector Marketing Management
- ECCM 406 — Service Management and Recovery
- MKTG 401 — Marketing Research
- MKTG 402 — Tourism Marketing
- MKTG 403 — Electronic Marketing Essentials
- MKTG 404 — International Marketing
- MKTG 405 — Fundamentals of Social Marketing
- MKTG 406 — Services Marketing
Practising MKTG 409 with Questora
Upload your own slides, notes and past papers for MKTG 409 and Questora builds mock exams, practice questions and a revision plan from them.
Start freeCourse details from University of Ghana Volume 2 Handbook for the Bachelor's Degree: Course Descriptions for Programmes in the Humanities (2017).