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

Subject Code:


Subject Aim:

Marketing has changed significantly over the past decades from traditional to contemporary marketing. While traditional marketing is still relevant today to some, many more businesses are reaping greater profits using contemporary marketing strategies.

This subject will expose students to a range of contemporary marketing strategies including database marketing, relationship marketing, interaction marketing, networking marketing, customer engagement using co-creation marketing strategies, and marketing ethics. The aforementioned principles of marketing are demonstrated using situations that students will encounter in their professional practice of marketing.

Learning Outcomes:

a) Describe the differences between traditional and contemporary marketing.

b) Explain the various contemporary marketing strategies and how they may be used in the industry you work in.

c) Explain service marketing theories and frameworks and their applications in the service industry you work in.

d) Review the key components of a marketing plan.

Student Assessment: