This course aims at introducing the framework for marketing strategy: how a business creates and retains a customer and the growing importance of making customers active ambassadors for its brands. The course provides a good understanding of the 5Cs analysis for developing a marketing strategy (customer, company, collaborators, competitors, and context). It then discusses two sets of decisions every organization needs to make: the Aspiration Decision (what the company hopes to achieve in the market) and the Action Plan Decision (or “marketing mix” of the 4Ps-product, promotion, placement, and price). Finally, it considers the different actions required for customer acquisition vs. customer retention.