The course gives  students a basic understanding of the marketing concepts  and practical introduction to marketing. The fundamentals of marketing  provides  an  exposure to the  key areas of the marketing process  which are creating value for customers and recapturing the value back by understanding their needs, designing strategies and programs that leads to value creation, building profitable customer relationships . These include the trade-off between the business objectives and resources against needs and opportunities in the marketplace with the key aim of delivering value and satisfaction to customers