The Teaching of Relationship Marketing Concepts in Undergraduate Marketing Principles and Graduate Introductory Marketing Courses

Abstract

A survey was conducted that attempted to determine the extent to which both general and specific relationship marketing concepts are covered in introductory marketing classes at the undergraduate and graduate levels. Factors that explain differencesin the coverage of relationship marketing topics are also explored. The results indicate that relationship marketing is more likely to be discussed in depth by recently graduated faculty or by faculty with research interests in channels, sales, business-to-business, or international marketing. Recommendationsare made to improve the integration of relationship marketing into these two courses.