Marketing overview -- Marketing strategy -- Today's marketplace -- Understanding your customer -- Segmentation, targeting, and positioning -- Creating value -- Capturing value -- Delivering value -- Communicating value -- Appendix: The marketing plan.

"Welcome to marketing! Wherever your life and career take you, you can be assured that knowing how to implement marketing principles will be an important part of professional and personal success. Some of you reading this lesson will become marketing majors, but most of you will major in another subject, perhaps unrelated to business. Either way, your ability to apply marketing principles in your future career or to market yourself will be critical to your success. Because of its importance, you are encouraged to approach this class as more than just a collection of concepts to be forgotten at the end of the semester."--Page 4