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Contemporary Marketing

This subject is available under ICMS postgraduate degrees, please click the button below to find a postgraduate course for you.

Subject Code:


Subject Aim:

Marketing is a management function essential in strategically building long-lasting and profitable relationships with stakeholders. Over the years, marketing has changed its direction and focus from product marketing to evidence-based and humanistic marketing approaches which utilise the latest technologies, such as digital and social media, to gain more insights into consumer behaviours. This allows managers to develop better marketing decisions that create more value for customers and benefit society.

This subject aims to analyse contemporary marketing concepts and theories to help students develop an advanced appreciation of essential strategic skills available to managers and gain critical thinking skills relevant to effective marketing in today’s complex and dynamic environments. Students will learn how to apply various tools, frameworks, and techniques of traditional and digital and social media marketing to formulate effective marketing strategies for different brands and organisations.

Learning Outcomes:

a) Apply advanced marketing theories and concepts in the context of current business environment.

b) Critically evaluate and integrate marketing theories and concepts to develop evidence-based arguments.

c) Analyse the factors influencing buyer behaviour to gain insights as a basis to create customer value.

d) Formulate marketing decisions for organisations in various industries.

Student Assessment:

Exams will take place in weeks 12 & 13. Please refer to the official Exam Timetable for further information.