Defining, Offering, and Delivering Value to Customers is the introductory course for the marketing curriculum. It is a course designed to examine the nature of marketing strategy followed by a detailed look at product, price, distribution channel, and promotion decisions. It will convey how organizations deploy these inter-related components to create and deliver value for their customers. The course is designed to provide an overview of the relevant concepts and principles of marketing. The purpose is not only to learn about marketing, but also to provide an opportunity to apply that understanding. To that end, a framework for understanding modern day marketing practices is presented. The framework will provide you with tools for systematically evaluating the factors that can influence an organization’s marketing decisions, and in turn, developing well-grounded recommendations that create and sustain value for the customer.