The objective of this course is to equip students with a solid foundation to understand marketing, thus enabling them to develop a comprehensive approach to the analysis of market situations and decision making in the physical and digital marketplaces. The orientation is managerial and real-life applications will be emphasised. Taking a holistic view, this course focuses on the entire marketing program and the global environment in which it operates so that students can develop the skills and expertise required to devise sustainable marketing strategies and make optimal marketing decisions.