Every company, organization, and service needs marketing to survive and prosper. Marketing is more than just advertising and selling – it is a fundamental and highly strategic set of business functions that aim at positioning an organization for long-term growth and success In this SAIT Mini-Lesson, you will be introduced to key fundamentals of marketing and the key skills of being a marketing professional. This session will allow you to gain further insights into what marketers do, along with practical examples of the impact strong and weak marketing has on an organization. We will consider two well-known brands, whose managers took quite different approaches to the recession of 2008-2014, leading one to exit the recession stronger than it went in, and the other to consider filing for bankruptcy. What made the difference? Customer focus, innovative thinking, and marketing acumen! We will also consider how these same skills are being put to use by companies today to thrive in our current environment of pandemics and uncertainty.