Mar 29, 2024  
Loyola Marymount University Bulletin 2021-2022 
    
Loyola Marymount University Bulletin 2021-2022 [ARCHIVED CATALOG]

MRKT 3516 Company and Customer Mutualism


4 semester hours

This course will introduce students to a uniquely strategic way of thinking in which the interests of Buyers and Sellers can be aligned through the careful implementation of marketing techniques and/or public policy. Such an alignment assures that all parties derive significant net positive benefits from the exchange process and ensures the continuing success of the firm. The course explores why and how long-term company profitability is critically dependent upon this ethical creation and transfer of value. Adopting this perspective of value creation requires that traditional marketing functions and concepts such as pricing, product development, distribution, brand management, and sales are not merely seen as mechanisms for advancing company profitability, but are, more importantly, powerful tools capable of expanding customer benefits while preserving societal well-being. This perspective begins with an investigation of customer thinking and value assessment, and ends with a problem-focused analysis of how these needs can be most effectively satisfied through the marketing process.

This is the COIN Pathway Foundation course.

Prerequisites: BCOR 3510  and MRKT 3512 .