Relationship Management
| Module title | Relationship Management |
|---|---|
| Module code | BEF1025DA |
| Academic year | 2025/6 |
| Credits | 30 |
| Module staff |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 12 |
| Number students taking module (anticipated) | 70 |
|---|
Module description
Banking clients expect more than just secure transactions, they want proactive support, timely offers, and personalized financial advice. Meeting these expectations at scale is nearly impossible without understanding the complexity of relationship management principles. This module explores the strategies and skills essential for building and maintaining strong client relationships within the banking sector. It emphasizes understanding customer needs, delivering personalized financial solutions, and maintaining trust to enhance client satisfaction and loyalty. The module will draw from case studies and examples to consider the nature of commercial relationships and help to synthesise complex factors in order to develop a robust relationship management methodology.
Module aims - intentions of the module
The aim of this module is to equip students with the knowledge and skills required to effectively manage client relationships in the banking sector. The module focuses to develop students’ ability to apply customer relationship management (CRM) strategies, leverage digital technologies, and uphold ethical and regulatory standards to enhance customer satisfaction and drive business growth. Students will learn how to apply relationship management techniques to support client retention, cross-selling, and long-term value creation in a highly regulated and competitive environment.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Explain the principles and significance of relationship management in the context of retail and corporate banking.
- 2. Analyse client segmentation strategies and tailor banking services to meet diverse customer needs.
- 3. Apply customer relationship management tools and techniques to enhance client engagement, satisfaction, and loyalty.
- 4. Analyse the evolving nature of banking, regulations, and legislation to adapt relationship management strategies effectively.
- 5. Assess the impact of regulatory, ethical, and risk considerations on relationship management practices in banking.
- 6. Evaluate the role of trust, communication, and service quality in sustaining long-term client relationships.
- 7. Develop and implement customer retention, acquisition, and development strategies to develop long-term banking relationships.
- 8. Utilize digital and data-driven approaches to support relationship management and decision-making in banking.
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 9. Discuss, evaluate and practise managing relationships across multiple and diverse stakeholders, including an evaluation of the impact.
- 10. Identify relevant financial services requirements of clients and provide flexible and innovative solutions.
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 11. Apply key relationship management skills, including communication, negotiation, and networking, to enhance client engagement.
- 12. Demonstrate a commitment to continuing professional development (CPD) by keeping up to date with the latest products/services and regulatory changes.
Syllabus plan
Indicative topics:
Role and importance of relationship management
Relationship banking vs. transactional banking
Customer Segmentation and Targeting: Retail vs. corporate client needs
Customer Relationship Management (CRM) tools and technologies used in banking
Service Quality and Client Satisfaction: Measuring and managing customer satisfaction
Managing client expectations and conflict resolution
Key account management in corporate banking
Active listening and relationship-building techniques
Ethical considerations in client interactions
Identifying and managing relationship-related risks
Sustainability and ESG considerations in client engagement
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 30 | 270 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching activities | 30 | Masterclasses (in-person and online) |
| Guided independent study | 270 | Research, reading contents on ELE, assessment preparation and web-based activities including external resources if applicable. |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Weekly exercise questions | 10-20 minutes | 1-12 | Online answer feedback |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Case analysis/presentation | 50 | Equivalent to 2000-word report or a 15-minute online presentation | 1-13 | Marks and individual feedback |
| Coursework assignment | 50 | 3000-word report | 1-13 | Marks and individual feedback (written) |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Case analysis /presentation | 50%, Equivalent to 2000-word report or a 15-minute online presentation | 1-13 | In line with university regulations |
| Coursework assignment | 50%, 3000-word written assignment | 1-13 | In line with university regulations |
Re-assessment notes
Deferral – if you have been deferred for any assessment you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.
?
Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of referral will be capped at 40%
Indicative learning resources - Basic reading
Recommended text:
- Goulding, S., & Abley, R. (2018). Relationship management in banking: principles and practice (Vol. 4). Kogan Page Publishers.
Supplementary text:
- Prior, D. D., Buttle, F., & Maklan, S. (2024). Customer relationship management: Concepts, applications and technologies. Taylor & Francis.
ELE – Web-based and electronic resources will be posted and made available throughout the module
| Credit value | 30 |
|---|---|
| Module ECTS | 15 |
| Module pre-requisites | None |
| Module co-requisites | None |
| NQF level (module) | 4 |
| Available as distance learning? | Yes |
| Origin date | 13/05/2025 |
