This course aims to provide an overview of the theoretical underpinnings and managerial application of marketing principles for public sector organisations. The Marketing in the Public Sector course is meant exclusively for enlightening students on how governmental agencies use marketing tools to create, communicate and deliver value to the public. The course shows that marketing is far more than communications and has at its core a citizen-oriented mind-set. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for public agencies, increase utilization of products and services, influence positive public behaviours–even increase revenues and decrease operating costs for public sector organisations. This course further offers roadmaps on how to create a strong brand identity, gather citizen inputs, and evaluate public sector organisational efforts. It presents a step-by-step model for developing a marketing plan for public organisations. It, therefore, aims to encourage students to engage in critical evaluation of marketing principles (and theories) and their application to modern public sectors enterprises, especially those operating in sub-Saharan Africa.