Marketing as a process is more than dealing with its main activities such as product development, pricing, placing and communication with customers separately, but to get involved in marketing decisions to harmonize the organization’s objectives, capabilities and resources with the needs and opportunities of the marketplace. This course is designed to introduce the MBA students to the key principles and activities necessary to have an appreciation of the importance of the role that marketing plays in the ‘tool kit’ of every organisational leader and manager. The students will be required to analyze the practices of a range of organizations presented in case studies by utilizing the ideas presented in this course. At the end of this course, the students should be able to view any business from a marketing-oriented perspective.