This course provides an overview of the role of marketing in organizations by acquainting students with the fundamental issues and decisions involved in planning and managing marketing activities in order to create value for customers. Further, marketing focuses on the long-run relationship of a company to its customers as well as on short-run sales. Thus marketing is critical to the revenue and profit streams for a company. Attention is given to topics such as product policy, pricing, advertising and communications, marketing research, competitive analysis, valuation of brand, segmentation and target selection, and channels of distribution. Major emphasis is placed on understanding the underlying forces that influence marketing decisions, including customer behavior, competitive marketing activity, and organizational considerations.