This course introduces students to the foundational concepts, strategies, and practices of modern marketing. Using contemporary frameworks and examples, the course explores how organizations create value for customers and build lasting relationships in dynamic and competitive environments. Topics include the marketing process, customer-driven strategies (segmentation, targeting, and positioning), the marketing environment, consumer and business buying behavior, and the development of product, pricing, distribution, and promotional strategies. The course also addresses international marketing considerations and the role of ethics and social responsibility in marketing decision-making. Using real-world examples, students will develop a solid foundation for analyzing and applying marketing strategies in diverse business contexts.