The Module BEC312 (Marketing) aims to cultivate students’ marketing orientation and provide them with the necessary theoretical and practical tools to design and implement evidence-based marketing strategies and plans. After a short introduction to fundamental concepts and principles of Marketing and Consumer Behaviour, emphasis is put on strategic marketing planning (market analysis, segmentation, targeting, positioning, branding) and the elements of the marketing mix, also known as 4Ps (product, pricing, place and promotion). Special objectives of the Module also include the acquaintance of students with basic concepts of B2B marketing, services marketing (7 Ps), non-profit marketing, digital marketing and marketing analytics, in order to equip students with an applicated perspective of marketing science.