The aims of this curricular unit are to provide an insight into the work to be carried out in the field of creative business marketing. The activities to be developed under the marketing umbrella include analysing, planning, implementing and controlling actions that seek to create value.

There are four general objectives that this course aims to achieve: to identify and evaluate the main concepts and theories relating to marketing; to develop a critical sense of the importance of marketing in the strategic development of creative organisations; and to understand how marketing concepts and theories can be applied to the current scenario in which creative businesses take place.

At the end of the course, students are expected to be familiar with the importance of marketing in organisations, its role and the main tools it provides in order to obtain value for the organisation and its market.