Contemporary Marketing

Kingston University

Course Description

  • Course Name

    Contemporary Marketing

  • Host University

    Kingston University

  • Location

    London, England

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    Completion of intermediate level marketing modules (such as BM5208 Market Strategy
    and Planning, or BM5203 Marketing Communications and Advertising Planning) or

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Course Content:

    This module builds on and extends your marketing knowledge by evaluating the
    traditional pillars of marketing in light of new trends, approaches and strategies
    increasingly being employed by marketers. You will critically engage with the latest
    thinking in marketing practice introduced by innovations in science, economics,
    technology, and sociology, and assess marketing strategy beyond its traditional confines.

    Topics covered include:

    Autumn Semester:
    ? Strategic Marketing: Consider how generic marketing strategies (share
    strategies; market entry strategies; strategies for growth/mature/declining
    markets), marketing metrics and marketing analysis have been enhanced or
    altered through recent and current developments
    ? Strategic Marketing Analysis: Factors and contexts that influence the
    management of a marketing function, including carrying out internal and
    external audits. From these reference points, market orientation, segmentation
    and positioning will be considered.
    ? Behavioural Economics: How both nostalgia and emotion can be successfully
    employed in constructing innovative and creative marketing campaigns. Explore
    how architectural design, heuristics (habit and bias), the endowment effect,
    scarcity and clunking, to name a few, challenge traditional approaches in
    researching and creating marketing campaigns.
    ? Triple Bottom Line (people, planet and profit): Including social marketing,
    experiential marketing and social capital marketing. How wider issues and
    concerns ? such as obesity, climate change and fair trade ? are being adopted by
    brands and marketing campaigns.

    Spring Semester:
    ? Strategic Brand Management
    ? Innovation and New Product Strategy
    ? Social Media Marketing: Networks, word of mouth, gamification and virals are
    some of the themes to be scrutinised. Smart marketing is no longer about
    selecting and targeting a demographic through traditional media. The interactive
    nature of networks coupled with recommendations and co-collaboration
    introduces new concepts and new rules for marketing
    ? Neuro-Marketing: Advances in neuro imaging and neuroscience are beginning to
    influence and impact on how marketers first evaluate consumer response, and
    then craft messages to better inform and influence consumers. This field opens
    up ethical concerns and leads to a wider debate on invasive marketing
    ? Marketing Metrics: Measurement tools and metrics employed to gauge the
    success of marketing campaigns.

    Teaching: Lectures, case studies, and online discussions

    ? Practical: Group presentation (20%)
    ? Coursework: Group report (20%)
    ? Coursework: Individual portfolio (60%)
    STUDY OPTION 2 or 3: Individual portfolio

    Study Option 1 = Whole Year
    Study Option 2 = Autumn
    Study Option 3 = Spring/summer

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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