Although these activities could be considered components of marketing, this course takes the point of view that marketing is fundamentally about driving growth. No matter how we measure this growth (in terms of volume sold, revenues, or profits), it always starts with an understanding of how to create value for the customer. The most successful organizations understand that identifying, producing, delivering and capturing value is a strategic practice on which an enterprise thrives or dies. With so much on the line, growth cannot be relegated merely to the marketing department; it is a mindset to be embraced across the organization. This course provides students with an opportunity to deepen your understanding of the ever-changing world of marketing. It presents advanced concepts marketers in all companies are dealing with to grow their business.