In a world increasingly cluttered with similar product offerings, a strong understanding of customer needs is essential to ensure continuous growth of a business. Marketing ensures business success, by establishing trust among the customers, by offering and delivering valuable and often customized solutions that satisfy consumer needs. The dynamic field of marketing provides invaluable inputs in the process of strategy formulation thereby securing informed decisions that provide the business with a competitive advantage. Marketing, today, makes use of analytics and different predictive models to create engaging campaigns that communicate brand values and brand promise. A thorough understanding of marketing is essential for careers in management and entrepreneurship. In-depth knowledge of this exciting and dynamic field paves the way for leadership positions in the field of advertising, sales, brand management, retail and rural marketing and consulting to name a few.