This foundational course introduces students to marketing concepts, strategies, and tools used to create customer value and competitive advantage. Students will learn about market segmentation, targeting, positioning, consumer behavior, branding, pricing strategies, digital marketing, and integrated marketing communications. Real-world examples and marketing simulations will help students apply theory to practice and develop marketing plans. The course encourages creativity, strategic thinking, and analytical skills. Delivered in online and hybrid formats, students may choose the learning style that suits their schedule.