Contemporary Marketing
Testimonials
Aleksandra Shcherbakova
Master of Management
“I have met some truly impressive talents and kind personalities among our lecturers."
Angelica Balajadia
Master of Management
“I have found my people here, I have networked here. I am open to doors opening and so many doors are opening already."
Wiranpatchara (Sandy) Wongchanapai
Master of International Business
"Whilst studying at ICMS, I was able to have a strong work/study life balance".
Cameron Colvin
Bachelor of Business (Marketing)
"My work experience boosted my confidence and allowed me to apply theoretical knowledge in practical settings."
Taylor McLeod
Bachelor of Business (Sports Management)
“The small, intimate environment in my lectures makes me feel like I am being heard and that I am getting the most out of my studies."
Julie Williams
Bachelor of Business (Fashion and Global Brand Management)
"I chose ICMS because they have provided me with the opportunity to kickstart my career through their many industry partners".
Keegan Du Preez
Bachelor of Business Management (Accounting)
"ICMS is realistic. They understand the realistic expectations of various markets. It’s not just textbook knowledge, especially compared to every other competitor".
Michaela Mayes
Bachelor of Business (Marketing)
"ICMS' Work Integrated Learning gave me the ability to gain real life experience before I even graduated".
Alana Williams
Bachelor of Business (Accounting)
“I worked full time whilst studying, with ICMS allowing for such a great work to study ratio and balance, where I was flexibly allowed to do both.”
Juliette Wilson
Bachelor of Business (Marketing)
"I think the biggest thing is that you get a personalised experience, and you’ll be treated like a person, not a number".
Calum McKnight
Bachelor of Business (Marketing)
“Very quickly, ICMS gave me a circle of friends who are pretty driven – but who also like to have fun – and when I see where they are now it’s pretty exciting and it drives me further.”
Ewan Metcalfe
Bachelor of Business (Sports Management)
"Through being at this college and the geographical location, it always reminded me to stay grounded, keep working hard to further improve my life and stay happy".
This subject is available under ICMS postgraduate degrees, please click the button below to find a postgraduate course for you.
Subject Code:
MKT601
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.
| No | Type | Weighting | Subject learning outcomes to be assessed |
| 1 | Discussion Forum Post | 30.00% | a, b, c |
| 2 | News Article Presentation (G) | 25.00% | a, b, c |
| 3 | Individual Report | 45.00% | a, b, c, d |