Marketing is an inclusive term involving market identification, research, evaluation and characterization of product or service, and the promotion and selling of that product or service to appropriate customers. Marketing is viewed as both a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products and services of value to others. This course seeks not only to understand the critical role of marketing in organizations and society but also consider the interdependent relations of production, marketing, distribution and exhibition in television and cable, the film industry (studios and independents) and the music industry, from record companies to radio stations to retail, MTV and concert tours; media cross-marketing; advertising regulation; strategic planning for international markets; special events and sales promotion; public relations and publicity from the point of view of media industry marketing.