Organisations must contend with navigating today’s complex, competitive, and digitally influenced environment. Marketing plays a vital role within this dynamic setting by effectively meeting changing customer needs through value co-creation. This subject offers a practical and engaging introduction to the world of marketing, applying marketing concepts to develop customer-focused strategies using marketing mix elements. With real-world applications emphasizing the growing importance of marketing technology, students will be introduced to the practical use of tools to support the implementation of marketing strategies in for-profit and not-for-profit organisations. The subject emphasises the importance of ethical behaviour and the societal impact of modern marketing.