Marketing is the Pulse

In this module, we discuss the role and responsibilities of the marketing function in a large, for-profit organization in the United States. This discussion shows the marketing function in a more complex setting. However, the discussion can easily be applied to other structures in other settings and locations.

This module has three chapters:
• Chapter 1 - Introducing the Marketing Organization
• Chapter 2 -The Market Environment
• Chapter 3 -Marketing Plans Align with Strategy
At the end of this module, you will have an understanding of:
• the role of marketing within the organization
• the shifting market environment
• the components of market strategy development, and
• market planning decisions.