MKT331 Relationship Marketing (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
The role of personal selling and the management of the sales force are dealt with in this subject. Topics integral to the planning, implementation, evaluation and control of the sales program are covered.
+ Subject Availability Modes and Locations
No offerings have been identified for this subject in 2013.Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: MKT331
Where differences exist between the handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Objectives:
Upon successful completion of this subject, students should:
Understand the concepts of relationship marketing and their implication on personal selling;
Understand factors influencing relationship-building process and develop a relationship strategy;
Understand the importance of product information, demonstrate how to translate product features into buyer benefits and develop product strategy;
Understand buyer behaviour and develop a customer strategy;
Negotiate buyer resistance and develop a presentation strategy;
Develop a sales manager strategy.
Syllabus:
The subject will cover the following topics:
The evolving relationship marketing concepts. Developing a personal selling philosophy. Developing a relationship strategy. Managing the relationship process. Developing a product-selling strategy. Developing a prospect base. Developing a presentation strategy. Negotiating buyer resistance. Servicing the sale. Ethical considerations in personal selling. Internal marketing Applying telecommunications to personal selling. Management of the sales force.
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.