The course objective is to provide a basic understanding of the principles of marketing. This course aims to teach about the marketing process, and to demonstrate the range of marketing decisions that an organization must make in order to sell its products and services. It also discusses how to think like a marketer by focusing on the consumer. It encourages students to ask, 'Who is the consumer of goods and services? What does the consumer need? What does the consumer want?' Marketing is an understanding of how to communicate with the consumer, and is characterized by four activities: creating products and services that serve consumers; communicating a clear value proposition; delivering products and services in a way that optimizes value; and exchanging, or trading, value for those offerings.