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LCB Unit 11: Relationship Marketing
Transcript of LCB Unit 11: Relationship Marketing
Courses - LCB IT Overview
Two or more Assessments (assessment criteria)
This unit aims to give learners an understanding of what relationship marketing is and why it is used by
organisations. The unit also links relationship marketing with customer service and quality management.
On completion of this unit a learner should:
1 Understand the development and application of relationship marketing
2 Know the different methods of attracting and keeping customers
3 Be able to investigate quality issues
4 Understand the role of customer relationship management (CRM) systems.
Marking Overview - All courses
QCF Level 3 National
Mr Regan Nagorcka
Who am I?
Born in Australia
Studied at University of Melbourne
Engineering / Science
Current - Working towards Masters
Worked as consultant Ten+ years
Small – medium businesses
Teaching Brunei since 2011
Senior Lecturer 3 (Level 2 office)
Office times on the door (soon)
How to contact me?
Key Term Dates
Semester Start Date
6-Dec to 1-Jan
2-Jan to 19 Jan
20-Jan to 25-Jan
The concept of relationship marketing concept grew from a customer service ethos which has proved successful for those organisations with reputations for delivering good service.
As competition increases, and organisations realise that what customers value, is not always just lower prices, but also aspects such as delivery, image and brand associations, the link with customers becomes increasingly
Information gathered through communication with customers can enable organisations to develop
a marketing mix that is more likely to create customer satisfaction. The ultimate aim of a relationship marketing approach is for the customer to become a ‘partner’ of the organisation, by contributing to marketing decisions
through a one-to-one relationship.
The unit aims to develop learners’ appreciation of customer relationship management, not simply as a ‘front-of-house’ presence, but as an integral part of the quality and marketing management systems within
Reasons for development of relationship marketing
Relationship marketing concepts
Four possible outcomes
All Pass criteria achieved
All Pass, All Merit &
All 3 Distinctions
All Pass Achieved &
All 3 Merits Achieved
Awarding of grades
A student fails to adequately demonstrate the learning outcome (LO)
(You have the opportunity to resubmit)
Not Achieved, is defined by:
Shows basic understanding of the LO
To be in class on time
Late enter quietly
Be mature and focused
Participate in activities
Be respectful of others
Hand in all course work at reception on time
P1 Describe the development of relationship marketing
P2 Explain how relationship marketing can be applied to a selected business
Assessment Criteria for LO1
Relationship marketing has existed for some time in business-to-business (B2B) marketing but technological developments have now meant that companies can build closer relationships, more easily and cost-effectively, with individual consumers. The unit reflects the increasing awareness of factors which generate brand loyalty
among consumers and customers.
Customer relationship management systems
Use in review and planning of marketing activities
LO4 Assessment Criteria for P5
P5 Explain how a customer relationship management system is used in a selected organisation
Customer service functions
Attracting and keeping customers
LO2 Assessment Criteria P3
P3 Describe different methods used to attract and retain customers for a selected service / group
Quality systems and techniques
Tracking and evaluating customer satisfaction
LO3 Assessment Criteria for P4
P4 Use different techniques to identify perceived quality gaps for a selected service / product