This course introduces students to the basic principles and practices of marketing. On completion of this course, student should be able to understand the marketing environment and how consumers behave in it. Students will also be exposed to the foundations of marketing research and the marketing mix. Here students will have the opportunity to explore areas such as product development, distribution, pricing concepts and promotion. Bringing these elements together, students will learn about the importance of marketing strategy and planning. This course provides the foundation knowledge and skills for all other marketing courses.