Modulhandbuch (Module manual)

M.184.5114 Relationship Marketing in the Digital Age
(Relationship Marketing in the Digital Age)
Koordinator (coordinator): Prof. Dr. Lena Steinhoff
Ansprechpartner (contact): Andrea Hampel (andrea.hampel[at]
Credits: 10 ECTS
Workload: 300 Std (h)
Semesterturnus (semester cycle): WS
Studiensemester (study semester): 1-4
Dauer in Semestern (duration in semesters): 1
Lehrveranstaltungen (courses):
Nummer / Name
(number / title)
(contact time)
Status (P/WP)
(group size)
a) K.184.51141 / Relationship Marketing in the Digital Age Vorlesung / Übung 60 Std (h) 240 Std (h) P 25 TN (PART)
Wahlmöglichkeiten innerhalb des Moduls (Options within the module):
Empfohlene Voraussetzungen (prerequisites):
Zur Zeit sind keine Voraussetzungen bekannt. (No conditions are known.)
Inhalte (short description):

​Strong customer relationships are vital to company strategy and performance. Relationship marketing is therefore concerned with identifying, developing, and maintaining successful relational exchanges. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—the critical impact and effectiveness of idiosyncratic customer relationships, relative to other marketing mix factors, continues to increase at an ever-growing pace. The research-based approach of this module combines lectures with discussions of state-of-the-art research papers, enabling participants to understand, critically reflect, and effectively apply relationship marketing instruments. One relevant instrument of relationship marketing are loyalty programs, which will be discussed in-depth in this module.​

Lernergebnisse (learning outcomes):
Fachkompetenz Wissen (professional expertise):

​Students …

  • understand the key concepts, theories, and methods of relationship marketing.
  • acquire in-depth knowledge of the state-of-the-art of relationship marketing research.
  • discuss examples of relationship marketing strategies and instruments in business practice.

  • Fachkompetenz Fertigkeit (practical professional and academic skills):

    ​Students …

  • read, digest, and summarize research papers.
  • learn how to do a research presentation.
  • evaluate and apply the key concepts, theories, and methods of relationship marketing.
  • critically reflect and effectively design relationship marketing instruments​.

  • Personale Kompetenz / Sozial (individual competences / social skills):

    ​Students …

  • improve their team collaboration skills.
  • improve their presentation skills.
  • improve their (written and oral) English communication skills​.

  • Personale Kompetenz / Selbstständigkeit (individual competences / ability to perform autonomously):

    ​Students …

  • learn to independently apply knowledge acquisition strategies (e.g., academic literature search, information search in various media).
  • independently identify, critically reflect, and select managerial decision alternatives with regard to relationship marketing strategies.
  • develop their own research idea​.

  • Prüfungsleistungen (examinations)
    Art der Modulprüfung (type of modul examination): Modulteilprüfungen
    Art der Prüfung
    (type of examination)
    a) Hausarbeit Written Assignment: 15 Pages 50.00 %
    b) Präsentation Presentation 1: 10 min. (10%) / Presentation 2: 15 min. (30%) 40.00 %
    c) Besondere Form der Leistungserbringung. Details siehe Prüfungsumfang 3 Oral Participation 10.00 %
    Studienleistung / qualifizierte Teilnahme (module participation requirements)
    Voraussetzungen für die Teilnahme an Prüfungen (formal requirements for participating in examinations)
    Voraussetzungen für die Vergabe von Credits (formal requirements for granting credit points)
    Die Vergabe der Credits erfolgt, wenn die Modulnote mindestens „ausreichend“ ist
    Gewichtung für Gesamtnote (calculation of overall grade)
    Das Modul wird mit der Anzahl seiner Credits gewichtet (Faktor: 1)
    Verwendung des Moduls in den Studiengängen (The module can be selected in the following degree programmes)
    M.Sc. IBS, M.Sc. BWL, M.Sc. International Economics and Management, M.Sc. Management, M.Sc. Management Information Systems, M.Sc. Taxation, Accountingand Finance, M.Sc. Winfo, M.Sc. Wirtschaftspädagogik, M.Ed. Wirtschaftspädagogik
    Umfang QT (participation requirements):
    Lernmaterialien, Literaturangaben (learning material, literature):
    Palmatier, R. W.; Steinhoff, L. (2019). Relationship Marketing in the Digital Age, New York and Abingdon: Routledge Taylor & Francis Group.

    Research papers to be discussed in class will be announced in the introductory session.
    Teilnehmerbegrenzung (participant limit):
    25 Personen
    Sonstige Hinweise (additional information):

    Please register for the module in PAUL and check the participant and waiting lists published on the website of the Faculty of Business and Economics.

    Please note that attendance of the introductory session in the first week of the teaching period is mandatory for all students who want to participate in the module (from both the participant list and the waiting list). Students who are absent from the introductory session will be withdrawn from the participant and waiting lists and deregistered from the module unless they gave upfront notice to us (via e-mail to that they cannot attend the session but still want to participate in the module.​ No exceptions can be made from this rule.

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