Marketing Strategy and Competitive Analysis

This course consists of four (4) distinct segments for easy viewing. Marketing is the business function that is charged with generating profits by providing value to customers and recapturing some of that value for the firm. Marketing managers must identify and measure customers’ needs and wants, select the most appropriate customer targets, and then develop marketing programs that satisfy both the customers’ needs as well as the firm’s need for profits. Strategic marketing involves determining which customers your organization should serve, which products and services it should offer them, and how.