Client Relationship Marketing Revision Guide

Assessment Criteria and the unit objectives Knowledge and Understanding –analyse the size, scope and structure of the sponsorship, corporate hospitality, licensing, conferences and events markets, and their role in business to business relationship marketing Analysis and evaluation –acquire a range of theoretical tools to analyse and manage inter-organisational relationships

Application –Develop the skills and expertise needed to initiate, develop and retain relationships with corporate clients Presentation and organisation –present a logical and structured argument

Honours Level consolidate and extend a systematic and coherent body of knowledge develop and design novel solutions based on sound criteria and judgment Operate in complex and unpredictable contexts demanding selection and application from a wide range of techniques. Demonstrate clear self-management and personal organisation skills

AgentsEquipment Makers End-users Last year’s exam case-study

Main issues facing Strainstall Confused brand identity ad-hoc advertising low ranking web-site no evaluation of marketing activities inactive or poorly informed agents poor sales and customer support systems no strategy for new product development

A range of theoretical viewpoints Business to Business Marketing Inter-organisational relationships –channels, value chains, networks, systems –alliances, VMS, out-sourcing Relationship Marketing Personal Selling Key Account Management Evaluate the usefulness of these perspectives in understanding and managing relationships

Developing relationships through Account Management Customer contact management Integrated Marketing Communications Internet marketing Experiential Marketing Role in B2B? One-to-one v one-to-many? High touch or hi-tech contact?

Relationship building tools MICE Sponsorship Corporate Hospitality Events Companies Agencies Business Customers Consumers Influencers Media Employees Other Stakeholders

Objectives and evaluation Sales Relationships Marketing Communications Intelligence Gathering Contact Company priority Client priority? What skills does each require?

Current Issues in the sector sponsorship/corporate events/MICE Effectiveness and evaluation Impacts Ethics Increased professionalism Consolidation Widening markets - suppliers and clients

The format You get the case study two weeks in advance and can bring in notes analysing the case. The questions will ask how you would deal with the issues facing the company. We will practice on the Strainstall case first week of next term. Please read and think about it before you come.