Today, Marketing cannot be seen only as a function within the organization, but as a mentality that must be transversal to all of it. It is essential that organizations focus on their customers; guide their decisions by insights based on constantly evolving data; and apply an innovative and multidisciplinary approach to create new markets and offer unique experiences that produce sustainable growth. This curricular unit combines a view on the evolution of theories of marketing and the latest practical experiences in terms of innovation and product development, market segmentation, effective channel management and the creation of a strategy focused on results.