This course introduces marketing concepts, functions, and institutions in Canadian society. It examines the influence of marketing at the macro-level in the Canadian economy and, to a lesser extent, internationally; however, marketing issues will also be analyzed with the needs and wants of Aboriginal businesses in mind at the microlevel. The focus of this course is on marketing as a central process of the entire business or service organization. Thus, marketing will include all of the various actions of the organization that are aimed at getting a superior value to the customers. Case studies provide real-life examples of marketing problems.