Marketing is arguably the primary business function; it is at the heart of all organizational activity at operational and strategic levels and is necessary in the achievement of organizational goals. As a result, an understanding of the concepts and role of marketing management is fundamental to any business program. This Principles of Marketing course provides students with an introduction to the role of marketing and the principles and challenges involved in developing successful marketing programs. Students will be taken from an introduction to the role of marketing in the organization through the principle tools of marketing and finish the course examining the wider social and ethical implications of marketing. Through a series of cases, examples, and readings, we will examine how important the role of marketing is in the modern day organization and how it permeates most aspects of our lives. Furthermore, we will have the opportunity to analyze how the function of marketing has evolved over time driven by factors such as the changing nature of the consumer, globalization, technology and socio-cultural factors. While this course imparts the traditional concepts of managing the marketing mix with a balanced focus on the consumer and the competitor, it also examines more innovative and often more aggressive promotional strategies that have emerged in the digital era.