Effective marketing is successful to management in both profit – centered and not-for-profit organizations. This module provides an in depth understanding of the marketing decision faced by managers and the relevant factors that impact on these decision. The course is committed to developing high caliber students with potential to make substantive contributions to the marketing discipline. It aims to provide students with an awareness of the various tools of the marketer, an appreciation of their strength and weaknesses and skills necessary to use them effectively at the operational level, in the process of identifying, influencing, and satisfying demand