This module provides students with an opportunity to explore relationship marketing (RM), a school of thought that emphasises customer retention as a strategy for creating long-term benefits for both suppliers and customers. RM in both business-to-consumer (B2C) and business-to-business (B2B) contexts are included. Students will develop an appreciation of the benefits of RM and how companies might develop such an approach. Assessment for the module comprises an exam and group assignment, the latter comprising a presentation and report on a company of the group’s choice.