Examines the managerial problems involved in formulating and implementing marketing plans in business and non-profit enterprises. Emphasis is placed on the importance of buying behaviour in influencing marketing decisions. Each element of market responsibility (product development, pricing policy, promotional planning and relationships with marketing channels) is examined. The course develops an understanding of the importance of an integrated marketing program and of the need to relate marketing to other departments within the enterprise. Previously offered as: SB/MKTG 2030 3.00.