This course provides knowledge and practice in the analytical, creative and strategic functions of marketing. The course presents a set of approaches and frameworks centred upon the "4Ps" (Product, Price, Place, and Promotion), to develop your competence to create a marketing plan, one of the major tools of business. Marketing starts with understanding consumer's preferences for products and services and attempts to satisfy their different wants and needs in a profitable manner. There are two key components to marketing. First, it is a philosophy, a perspective, or a management orientation that focuses on customer satisfaction. Second, it is an organisational function, in which a set of frameworks and processes are applied to create, communicate and deliver value for customers, and to cultivate long-term relationships. The study of marketing provides useful and interesting insights into how companies create, distribute, promote and price their goods and services, in a competitive and fast-changing environment. This introductory course provides a basic overview of the key areas of marketing and is required to support further studies in the marketing discipline.