Marketing is central to any organisation, including large and small businesses, not-for-profits, government, political and social sectors. Contemporary best-practice marketing stresses the importance of a broad value-driven approach to understanding markets and consumers - digitally as well as physically. However, the broader community often misunderstand marketing as narrowly related to sales tactics and overstated advertising claims. This course introduces marketing as a careful planning process to create value for customers, clients, partners, and society at large.