Introduction to the Course

1. Canvas Orientation and Guides
2. Course Structure
3. Modular Approach
4. Current Events

Module 1: Modern Marketing

1. Lesson 1.1. Defining Marketing as a Function and Practice

   1. Lesson 1.1. Overview
   2. Marketing Defined
   3. 4-P Model of Marketing
   4. Marketing Functions
   5. Marketing Strategy
   6. Marketing within Organizational Structures
   7. Marketing as a Career
   8. Lesson Summary
   9. Lesson Summary

2. Lesson 1.2. The Age of the Customer

   10. Lesson 1.2. Overview
   11. The Age of the Customer
   12. Being Customer-Obsessed
   13. Facilitating Customer-Obsession
   14. Customer-Obsession - Isn't Easy
   15. Lesson Summary

3. Lesson 1.3. Marketing Research Tools and Data-Driven Marketing

   16. Lesson 1.3. Overview
   17. Data-Driven Marketing
   18. Sources of Data
   19. Challenges with Market Research
   20. Using Data in Decision-Making and Strategy
   21. Lesson Summary