The aim of this module is to provide students a comprehensive understanding of the concepts and processes of marketing. This course provides students with a consumer oriented perspective that extends beyond traditional marketing knowledge in order to help students understand the roles of social and psychological forces in the planning of marketing strategies. The course content is structured around real world examples, anecdotes and discussions that will help students develop skills of critical analysis and problem-solving. Marketing issues around globalization, sustainability and ethics are discussed. Also this course establishes the basis for the more advanced marketing courses in the department curriculum.