Lesson 1.1. Overview

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We’ll kick off the course by defining marketing, talking about its functions, and explaining its importance for business success. We’ll also review marketing as a profession, discussing associated skill sets and career opportunities.

Learning Objectives

After completing this lesson, you should be able to do the following things:

1. Define marketing.
2. Describe the key functions and roles of marketing.
3. Draw connections between marketing and the larger organization.
4. Describe the career path of a marketer: positions, skills, and growth paths.

Lesson Activities

By the end of this lesson, make sure you have completed the assignments and readings found in the Course Schedule.

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