COIN Pathway

COIN (COngruity of INterests) is a marketing pathway that prepares the next generation of marketing leaders to deliver sustainable value, ensuring that all parties have shared goals, motivation, and benefits.

Sustainability

By equipping students with the ability to assess customer needs and develop products and services that are reliable, resourceful, and respectful, COIN ensures not only the firm's profitability but also its long-term sustainability. This, in turn, safeguards job continuity for employees and enables the firm to make meaningful contributions to the broader society it serves.

Accountability

COIN's emphasis on acquiring analytical insights and skills is crucial in the real world as it equips individuals with the ability to comprehend the intricacies of value creation and empowers them with essential tools for measuring organizational effectiveness, thus enabling informed decision-making and sustainable growth.

Real-World Preparedness

COIN delivers real-world preparedness through industry connections, networking opportunities, and practical workshops on resume building and LinkedIn optimization. Students engage in a realistic marketing simulation, allowing them to apply and refine marketing principles in a simulated business environment, ensuring they are ready for the challenges of the professional world.

COIN Courses

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.
4 semester hours

There is an increasing desire and need for enterprises to more clearly link marketing activities to financial returns and other broader measures of performance, such as sustainability and quality of life. Doing so requires not only technical and analytic capabilities but also new cross-functional platforms, business routines, organizational structures, and planning processes. By developing such competencies, business enterprises will be positioned to make decisions that reflect the “voice of the consumer/customer” and lead to improved short- and long-term financial performance, as well as other elements of the triple bottom line, such as sustainability and quality of life. This course explores how (and why) the functions of Marketing, Insights/Analytics, Finance, and IT can work together to achieve improved business and societal results.

This is the COIN Pathway Capstone course.

Prerequisites: BCOR 3510, MRKT 3512, and MRKT 3516.

Where COIN Grads Work

Industry Partnerships and Connections

Declaring COIN Pathway

Students can declare the COIN pathway by submitting a Change of Academic Program form on the Registrar’s page.

Contact Us

For more information about the COIN Pathway, please contact:

Dominique Braxton, Ph.D.
Assistant Professor of Marketing
dominique.braxton@lmu.edu

Robert Winsor, Ph.D.
Professor of Marketing
robert.winsor@lmu.edu