This course introduces students to the core concepts and theories of marketing and the nature of creative industries. The course addresses specific challenges of marketing in creative industries based around the concept of customer value by focusing on both the end consumers as well as the corporate or business consumers of creative products. The course will cover the four roles or marketing which are value analysis, value creation, value delivery and customer relationship management. Knowledge in marketing will enable students to evaluate various strategies to market creative products to the appropriate audience, and select the medium and  distribution channels effectively.