In this course, we will study the core concepts and strategic role of marketing in creating and delivering value to customers. Marketing will be explored through the framework of value creation processes, including how value is generated through product designs, channels, branding, and communications. Emphasis will be placed on how organizations determine which customers to serve, how to position their products and services, and how to build a sustainable competitive advantage. We will also study marketing in the digital world. The course helps students analyze customer needs and market behaviour, and make strategic decisions that link customer value to long-term organizational success.