Principles Of 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".
Subject Code:
MKT600
Subject Aim:
This subject introduces the cutting edge contemporary marketing concepts and approaches designed for students to develop an advanced appreciation of the key strategic tools available to marketers. It aims to provide critical thinking skills about effective marketing in complex and ever-changing environments. Students will be exposed to knowledge and practical skills to engage in marketing management and strategy of products and services transferable across industries. Applications of IT-derived marketing tools, digital marketing and social media strategies are explored and tested. Ethical considerations as well as evaluation, implementation and control of marketing strategies are covered.
Learning Outcomes:
- Apply marketing concepts in the context of “real” world examples.
- Critically analyse, discuss, evaluate and integrate concepts in marketing to develop sound arguments.
- Analyse the factors that influence buyer behaviour in order to gain insights as a basis for creating customer value.
- Express and apply key customer-driven marketing strategy decisions including segmentation, targeting and positioning.
- Gain skill and knowledge to understand, assess and develop practical marketing plans for different businesses in various industries.
Student Assessment:
Exams will take place in weeks 15 & 16. Please refer to the official Exam Timetable for further information.
For detailed instructions see the Moodle site.
| No | Type | Weighting | Learning Outcomes |
| 1 | In-class Presentation | 25.00% | 1,2,4 |
| 2 | Mid-Semester Test | 25.00% | 1,2,3 |
| 3 | Individual Written Report | 30.00% | 1,2,3,4,5 |