This course puts you in the marketing manager's chair. It exposes you to decisions such as positioning and creating customer value. You'll explore the concepts and tools used to make these decisions, such as market segmentation, competitive analysis, and the lifetime value of a customer. Winning in markets is at the core of business success. Winning means attracting, growing and retaining customers, beating competition, and making money. This is done in a context of dynamic changes related to economic and other dimensions of the situation.