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Marketing as a discipline and practice is always in transition. Although knowledge, skills and practices of the past are still relevant, technical, environmental and social change affect them. The key features of this course are a critical examination of the theoretical basis of marketing and recent developments in marketing theory and practice and their relevance to contemporary business.
On completion of the course, students should have identified and examined a range of emerging, topical and contentious issues within marketing and be able to articulate a range of views about the nature of marketing thought. They should also understand the different social, cultural and ideological perspectives and norms that underpin current marketing theory and practice. This course is best studied towards the end of the program.