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Marketing plays a key role in acquiring and retaining customers that is critical to the success of an organisation. Elements of Marketing examines how to attract and retain customers by understanding their expressed and latent needs, translating these needs into value offerings that customers want, creating brand awareness and communicating benefits of the value offerings, managing the delivery of value offerings to customers, and capturing value back to the organisation. The application of the theories, concepts, techniques and practices of modern marketing will be conducted via case studies, individual and group assessments.