In this course, participants will develop a critical appreciation of the basic concepts and techniques of marketing management and strategy with an emphasis on creating customer value and building customer relationships. The course develops concepts and skills necessary for marketing decision-making and illustrates how various decision-making tools apply to actual business situations. The aim is to develop a disciplined process for addressing marketing issues and problems in a variety of settings, and to give participants the tools and background necessary to handle marketing problems. Through the use of a marketing plan project, participants are encouraged to apply the concepts and generalizations to a real life product or service. It also provides the opportunity to learn business report writing and researching skills.