Marketing

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

Subject Code:

MKT101A/MKT101B

Note: Both A and B code subject versions are displayed as they are approved equivalent in content, assessments and learning outcomes. As ICMS courses are reaccredited, the subject is updated to a B-code suffix. Students studying a Bachelor of Business, Bachelor of Business (Sports Management), Bachelor of Business (Entrepreneurship and Innovation), Bachelor of Business (Marketing), Bachelor of Business (International Tourism) and Bachelor of Hospitality Management will be enrolled in MKT101B in 2027. Students enrolled in all other courses at ICMS with this subject will complete MKT101A. This arrangement applies to the nested Diploma qualifications of these courses also.

Subject Rationale:

MKT101A

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.

MKT101B

Marketing is an exciting and ever-changing field where creativity and strategy come together to shape how brands connect with people. In this subject, a unique curriculum has been developed to allow you to get hands-on with both traditional and modern marketing approaches and learn marketing the way it is executed in industry. This is delivered by diving into the power of digital and social media, branding and seeing how sustainability (including UNSDGs) and ethics has influenced today’s thinking around marketing. Through real-world examples, students will learn how to create engaging marketing plans, build strong brand identities, and design memorable customer experiences. Whether students want to innovate in the service industry or lead big campaigns, this subject gives students the foundation to grow as a marketing professional.

This subject will expose students to a range of foundational marketing strategies including marketing mix elements, services marketing, relationship marketing, brand development, and customer engagement using co-creation marketing strategies, and marketing ethics. The aforementioned marketing strategies will prepare students to face opportunities and challenges of the real-world workplace.

Learning Outcomes:

MKT101A

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.

MKT101B

a) Compare the differences between traditional and contemporary approaches to marketing.
b) Analyse contemporary marketing strategies and their application in industry practice.
c) Explain service marketing theories and frameworks and their applications.
d) Apply the key components of the marketing management process.

Student Assessment:

Note: (G) = Group Assessment