This unit is a core unit in a number of courses, as such, it provides an introduction to marketing theory and practice. The unit presents marketing as the generator of organisational revenue and is therefore considered essential for all business students. Adopting a contemporary approach to markets, the unit recognises the services sector as the dominant force in modern economies. Additionally, the unit takes a tradigital (traditional/digital) and international approach to marketing. Holistically, the unit explores the key success factors of modern organisations: product leadership, customer intimacy, and operational excellence. The objectives of a marketing philosophy, which are, to increase sales, reduce costs as a percentage of sales, and to build the value of the business are kept at the forefront of discussions.