This comprehensive course is grounded on theory, it tries at the same time, through examples, the application of theory to practice. It is trying to stimulate thinking across professionals, and helping them examine critically why practices are the way they are. As a fundament marketing course it is biased towards helping marketing professionals to understand the role of pricing as a part of the marketing mix decisions. It assumes that the participant has undergone the basic course in marketing management and has a basic knowledge of organisation behaviour and operations research.