“Principles of Marketing” is a business management course which focuses on the methods and techniques used by businesses to effectively market their products. It highlights strategies that can be employed to maximize and ensure the effectiveness of a business’s marketing strategies. This course encompasses the dimensions and methods of improving marketing strategies, which contributes to the overall profitability of a firm. Finally it identifies the challenges that are faced by marketing departments, and ways in which the effects/impacts of challenges can be overcome and minimized.