In marketing, nothing is as critical as building and maintaining relationships with key constituencies. Business corporations and non-profit institutions alike realize the importance of long-lasting relationships and their impact on their success. The major objectives of this course are twofold. First, focus on the marketing tools and techniques that organizations use to identify key constituencies, build relationships and assess their impact on the organization's performance. Second, provide students with a forum for presenting and defending their recommendations, and for critically examining and discussing the recommendations of others.co-rec: CBMA 301, junior standing or above.