I believe that Marketing is an Art. While we learn - "Marketing is an art as well as science"; the science part of marketing is only an enabler.
Today's marketing is no longer traditional. Its a combination of four larger subjects like Creativity & Psychology from the arts perspective. Data Analytics and Marketing technologies from a science perspective.
It is quite important to understand how consumers behave and what drives them to be able to market it right. I do consult for organisations on their overall Brand Strategy; Content creation and Advertising to create a compelling position for your Brand.