Marketing is more than just an advertisement; it is the intersection of numerous decisions that allow a product or service to exist in the world and be purchasable.

Whether an organization plans to serve individual consumers or other businesses, they need a plan for how they are going to discover, keep, and grow their customer base. In this course, you will be introduced to a systematic way of thinking about marketing all products and services. You'll discover how to define your target market, how to focus on their needs and wants by providing the right kinds of value, and how to attract them (and retain them) as customers. A three-part course project to create a strategic marketing brief will give you practice in performing all of the valuable activities that enable you to discover, target, reach, acquire, and retain your customer base.