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An analytical and practical approach to marketing management tasks and decisions directed at successfully meeting opportunities and threats in the dynamic environment by effectively developing and transferring need-satisfying products offered to customers in such a way that the objectives of the enterprise, the consumer and the society will be achieved, geared to the improvement of the effectiveness of marketing practice. This course provides the fundamentals of marketing management. Contemporary marketing concepts and elements of marketing practice are applied to marketing activities within Uganda, East African region and the global economy