Developing and implementing an effective marketing strategy is a key element in operating your business successfully. As a business owner, you must understand the environment in which you are selling your products and/or services, the needs and wants of your target market, the most effective ways of delivering your message, and the strategy and tactics of attracting prospects and converting them to customers. Also covered is using the internet and social media to build your customer base. Critical to achieving your business goals is building a strong and individual brand identity.