Peer Review

Relationship Marketing

Material Detail page

Reviewed:: May 31, 2010 by Business

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Ratings

Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:: The module provides a link to a 14-slide Powerpoint presentation on relationship marketing. Points discussed include the definition of relationship marketing, the background of relationship marketing and comparisons with traditional marketing, customer loyalty and reasons why retention is so critical, and examples of relationship marketing activities.
Type of Material:: Presentation
Recommended Uses:: The module can be utilized as an in-class presentation, or as a review for both individuals and groups. It would be useful for any student population or for practitioners in sales training programs.
Technical Requirements:: Internet access for the initial download of material
Identify Major Learning Goals:: The goal of the material is to acquaint the reader with what relationship marketing is, how it is important in the highly competitive marketplace, and to show examples of current successful relationship marketing programs. The learning goal is to provide a topical review of relationship marketing so that the learner has a better understanding of the subject, can list reasons why companies should engage in relationship marketing, and can state ways in which to create a relationship marketing program.
Target Student Population:: High school or college students, particularly marketing majors.
Prerequisite Knowledge or Skills:: Principles of Marketing would be a good introductory college-level course which could serve to acquaint students with marketing in general. Then the students could better understand relationship marketing as a type of marketing.

Content Quality

Rating:
Strengths:: The presentation includes a fairly thorough discussion of relationship marketing, and incorporates it into the larger marketing structure with specific examples related to product, price, place and promotion as well as a comparison to traditional marketing. The topic is current and relevant, with concrete activities for use in the marketplace, and rationales are provided for many points, i.e. why customer retention is so important. Easy to understand and clearly stated concepts.
Concerns:: Several slides are written with bulleted statements which may need to be enhanced with classroom discussion.

Potential Effectiveness as a Teaching Tool

Rating:
Strengths:: The presentation provides a strong topical review of relationship marketing, and is therefore useful as a preview or a review of classroom discussion. The presentation is generally clear and concise, and students can learn a great deal of information in a short amount of time. Each slide builds on the one previously, and ties in many marketing concepts, such as customer loyalty, the 4 P’s and value. It would be effective as an introductory discussion on relationship marketing, and could perhaps be supplemented with interesting case studies.
Concerns:: The module has not been designed as anything other than a presentation, and instructors wishing to use it differently will need to write additional assignments.

Ease of Use for Both Students and Faculty

Rating:
Strengths:: Very easy to use and could be quickly inserted in a 50 minute class period. The module is written clearly and is formatted so that the font size is easily readable. Each slide is appropriately titled, and information can be readily followed.
Concerns:: The module is a basic Powerpoint presentation so it lacks in visual appeal and interactivity. These, however, do not diminish the quality of the information provided.

Other Issues and Comments:: A section of three or four relevant case studies could be added at the end to further engage the students.
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