To succeed in today's highly competitive, global market, organisations will depend heavily on its marketing ability. The role of marketing is to first identify and understand the needs of consumers. They then identify a profitable segment of consumers to pursue, which then informs the development of products, services, or programs that aim to give the organisation a sustainable competitive advantage. Once developed, the role of marketing is to determine the most appropriate way to communicate and deliver the offering to its target consumers. The minor in marketing has been designed to help students develop the skills and competencies to succeed in marketing.

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