Marketing is a process that matches the wants and needs of a customers with an organization's ability to meet these wants and needs by providing appropriate goods and services. It creates value for customers by:

• Giving them suitable products (goods or services) at a price they think represents a reasonable exchange value in return for their money, time and effort.
• Making products available at times and in places that are accessible and convenient.
• Communicating (or promoting) in ways that get customers' attention and stimulate them to respond.

Lamar University's MBA marketing concentration includes coursework that relates to marketing strategies relevant to an evolving digital marketplace. Other topics include international marketing and an overview of entrepreneurship.