Contemporary Marketing

Subject Code:

MKT601

Subject Aim:

The aim of this subject is to examine and analyse contemporary marketing and customer issues in the context of real world examples in the current digital environment. You will develop an advanced appreciation of key strategic skills available to marketers as well as critical thinking skills relevant to effective marketing in complex and dynamic settings. You will apply a range of digital and social media marketing tools and concepts through designing key marketing strategies for different brands and organisations.

Learning Outcomes:

  1. Analyse and apply advanced marketing theories and concepts in the context of current business examples.
  2. Critically evaluate and integrate marketing theories and concepts to develop evidence-based arguments.
  3. Analyse the factors that influence buyer behaviour in order to gain insights as a basis to create customer value.
  4. Apply advanced marketing concepts and formulate marketing decisions for different organisations in various industries.

Student Assessment:

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