Marketing is the business function responsible for understanding the needs of consumers, suppliers and retailers and for creating value for these and other stakeholder groups. Furthermore, in this era of resource depletion and climate change, responsible and ethical marketing are increasingly being demanded. As such, marketing is more than a department within a firm - it is a function that must be undertaken on a company-wide basis. Marketing drives choices about what markets to serve and which needs to satisfy, about what partnerships and relationships to pursue, about product and service design, about prices that can be levied, and about the channels that can best be used for distribution and communication. The concepts presented in the course apply to businesses large and small as well as to not-for-profit organizations.
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