The course offers a comprehensive survey of the vocabulary, concepts, and techniques of marketing. The course develops a systematic approach for examining the successful delivery of product, place, promotion, pricing, positioning, and service, with the end goals of creating product value and customer satisfaction. The course aims to integrate marketing analysis and research plans, information on consumer behaviour, target segments, strategy development, brand management, global marketing, and social responsibility. The course is designed for managers in both profit and non-profit organisations and examines marketing across a variety of industries and institutions.