Marketing is about creating, communicating and delivering value to customers. This course focuses on developing plans for identifying and attracting desirable customers for a business. Topics include strategic market planning, the 4 Ps of marketing, segmentation, targeting, positioning, and basic marketing metrics. Students learn how to develop an effective marketing plan for a new product or service in common vertical markets such as hospitality, retail, consulting, and professional services. This course is not available to programs within the Ted Rogers School of Management.