This course provides a comprehensive survey of fundamental marketing principles and skills. Students will learn how marketing managers develop strategy, research consumer needs, and identify target markets. In addition to covering the importance of global marketing and e-commerce, students will learn how to satisfy market opportunities with the '4 Ps' product, pricing, promotion, and placement. Each video lesson integrates a company or organisation case study with core learning objectives. As each case study unfolds, students will learn general concepts, definitions of terms, product or service history, and the latest in marketing trends.