|
Relationship Marketing represents a move away from the traditional emphasis on 'transaction marketing' and instead has the aim of building long-term, mutually satisfying relations between the organization and its stakeholders.
The aim of this unit is to enable students to evaluate how Relationship Marketing is the building of a unique business/organization asset called a marketing network and to examine how this network is used to contribute to its own internal operations and to the well-being of the society within which it operates.
In year 2, the student encounters many examples of the competing ideologies and intellectual frameworks which seek to provide a context for an individual's and a community's actions. The student also reviews several of the key roles which the individual can play in the complex social, political and economic world in which we live. To move from reflection to action, the individual must make choices which will involve ethical dimensions. This unit examines the fundamentals of ethical decision-making.
The unit will explore the nature of moral experience by looking at the various components of an ethical choice. It will then proceed to examine the concepts of conscience and moral principle. In this context, it will examine a variety of moral frameworks which presume or reject the notion of universal moral principles. Also in this context, students will be asked to debate cases where there is a clash of moral principles in order to evaluate methods of resolving such moral dilemmas. Finally, there will be a focus on the contribution of moral theology to ethical debate.
|