Marketing is a vital component of all business. It involves the planning and executing of the process an organisation undertakes to achieve the exchange of goods, services and ideas between people.

All organisations have customers, so all organisations need employees who can discover and understand their customers and engage them in mutually beneficial long-term relationships.

Knowledge of marketing provides a better understanding of the flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the economic, legal, technological, political, environmental and social objectives of society.