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Business Administration GR (C), Relationship Marketing Management, 15 Credits

General data

Code: FÖ113G
Subject/Main field: Företagsekonomi
Cycle: First cycle
Progression: (C)
Credits: 15
Progressive specialization: G1F - First cycle, has less than 60 credits in first-cycle course/s as entry requirements
Answerable department: Department of Business, Economics and Law
Answerable faculty: Faculty of Human Sciences
Date of change: 8/19/2014
Version valid from: 8/26/2014


The course aims at providing students with an increased knowledge about relationship marketing, focusing business to consumer relationships. It also deals with the development of long-term customer relationships from various perspectives.

Course objectives

A student who has taken the course should be
- Generally acquainted with the theoretical foundations of the relationship marketing paradigm
- Able to understand and analyze requirements for building long term relationships with customers


The course deals with relationship marketing, with particular focus on business-to-consumer marketing. Concepts covered are service management, customer relationship management, customer orientation, customer satisfaction, commitment management, co-creation of value and consumer driven innovation.

Entry requirements

Business Administration GR (A/B), with at least 52,5 Credits and at least 22,5 Credits on GR (B) level.

Selection rules and procedures

The selectionprocess is in accordance with the Higher Education Ordinance and the local order of admission.

Teaching form

The teaching consists of lectures and seminars. Participation in seminars is compulsory.

Examination form

Examination will be done by course papers and written test.

Grading system

The grades A, B, C, D, E, Fx and F are given on the course. On this scale the grades A through E represent pass levels, whereas Fx and F represent fail levels.

Course reading

Required literature

Author: Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.D.
Title: Services Marketing. Integrating Customer Focus Across the Firm
Edition: Senaste upplagen
Publisher: McGraw Hill

Author: Zineldin, M., Bill, F. & Philipson, S.
Title: Relationship Management for the Future
Edition: Senaste upplagan
Publisher: Studentlitteratur

Ytterligare undervisningsmaterial i form av artiklar uppgående till cirka 1000 sidor tillkommer.

Additional learning material: articles amounting to approx.1000 pages