This course introduces learners to the principles and practices of relational marketing by emphasizing trust, reciprocity, and the creation of shared values among all stakeholders. Grounded in traditional learning and relational approaches, the course demonstrates how marketing can be a tool to build meaningful, long-term relationships rooted in respect, empathy, and Community priorities. Learners will examine the differences between transactional and relational models, exploring how cultural and Community contexts shape ethical and effective marketing practices. 2026/09/15-2026/12/22 Lecture Tuesday 09:00AM - 12:00PM, 4155 Belshaw, Room U033