Creating and sustaining competitive advantage is driven by strategies that integrate people, process, and systems. In this application-oriented course, the student will examine the fundamentals of marketing, develop the insights and skills to formulate and implement sound marketing decisions, and apply ethical marketing strategies which contribute to the overall business (for-profit and non-for-profit) performance. The weekly topics covered in this course are divided into three main content areas: 1) foundations, 2) marketing mix elements with an emphasis on communications, and 3) strategy and planning. Each content area helps students apply strategic concepts through discussion and teamwork. Throughout the quarter, students examining how information and research is used to inform marketing management decisions to all level of the organization, including external stakeholders. Because marketing communication plays such a critical role in marketing success, special emphasis is placed on integrating different types of communication channels. All of the course material culminates in the development of a marketing plan.