This course seeks to develop understanding of the marketing function, to observe current marketing practice and to examine key issues currently challenging the profession. The course stresses the relationship between the customer /client and the organisation as a producer or service provider. Ethical or responsible marketing as a strategy for building trust is also identified. The primary course objective is to enable you to understand and utilise marketing tools, techniques and processes towards better organisational outcomes. This enables you to better manage the marketing issues. Theoretical concepts such as segmentation, targeting, positioning, among others are presented and applied in a series of cases and activities that reflect the use of these concepts in real practice. Marketing strategy is related to the environmental opportunities and constraints that must be addressed. A feature of this course is to consider the relevance of marketing practices in different organisational contexts.