Market Relationships

Given the densely interconnected and dynamic global economy, relationships and networks are crucial assets that enable firms to innovate, survive disruptions, weather crises, thrive, and succeed. The impact and prevalence of relationships and networks mean that they should be at the heart of firms? overall strategy and decision making. By introducing an important perspective of relationships and networks as fundamental and principal in guiding marketing strategy, the course moves beyond the traditional 4Ps (product, pricing, promotion and place) paradigm and provides a more holistic and integrated approach in understanding marketing. This course helps students understand the reality of business markets and the tasks of managing complex, multiple and overlapping relationships in which firms are enmeshed and on which they can rely for value creation and competitive success. Students will learn how to manage and optimize relationships (including B2B, B2C, and C2C), networks, collaborations, and interactions for firm success. The course will equip students with various marketing frameworks and strategies that are practical and can be readily applied in their internships, part-time jobs, marketing projects, and future employment. Through this course students will appreciate the broader influence of relationships and networks beyond just the marketing function. As such, it is suitable for both marketing and non-marketing students, especially those who are interested in pursuing entrepreneurship and management roles in organizations. Note that the course does NOT cover topics on financial accounting or business analytics.