This course demonstrates the history and role of marketing and its relationship to and integration with other business functions. Fundamental marketing principles, including the global and domestic external environment, target marketing, positioning, segmentation, consumer and corporate behaviour, research, product, price, distribution and promotions as well as specific quantitative marketing decision making tools will be reviewed in terms of value creation for stakeholders. Micro and macro marketing strategies including global and ethical issues and challenges are reviewed. 1 Credit.