This course is an introduction to the study of structure and functions of marketing systems in the firm, economy, and society which will include analysis of the environment, target markets, and managerial aspects of marketing. Role of marketing, consumer behaviour, business-to-business markets, marketing research, segmentation and targeting will also be described and discussed. In addition, managerial aspects of marketing such as product and service development, pricing, promotion, advertising, selling, and distribution will be covered.