Marketing is a crucial knowledge area for aspiring top management executives. It is not simply a promotional arts and crafts toolbox, but is rather the whole business as seen from the customer’s point of view. Marketing is, as we say here at Lancaster, the ‘business of business’ - the core commercial process of ‘going to market’. This module enables an appreciation and understanding of the conceptual, descriptive language of marketing. Such learning will enable you to understand your marketing colleagues and the so-called experts of the consultancy world. You will consequently be able to insightfully and confidently critique their arguments and add to the dialogue.