This course is designed to provide you with a broad overview of the rationale and functions of marketing in business. Students will become familiarized with different marketing theories and applications. The course aims to establish comprehension of the importance of the marketing philosophy to the survival of organizations and the part marketing plays in the continuing relevance of organizations to their environment. This course will provide students with a basic understanding of the constituent elements of the marketing function in organizations. The course will develop analytical and diagnostic skills in dealing with marketing situations. Students will learn how marketing objectives are matched with marketing strategies and programs.