The course Fundamentals of Marketing includes aspects such as the role of marketing in organizations and love as the fundamental aspect to serve the consumer. We will review basic concepts to understand the marketing process, starting from human needs and wants. The evolution of marketing and the importance of planning will also be reviewed. We will understand consumer behavior, the importance of segmenting, choosing the target market and positioning our brand. In the course we will know the importance of designing and delivering value-added products and we will learn how to work product, price, place and promotion strategies. Finally we will talk about the new marketing trends.