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BX2083 - Interactive Marketing

Credit points: 3
Year: 2014
Student Contribution Band: Band 3
Administered by: School of Business (pre 2015)

This subject explores marketing from a strategic interactive marketing perspective. It engages various marketing mediums available to the electronic business practices, including internet, mobile, social and a raft of interactive technologies and apps, as vehicles to deliver targeted marketing strategies. The subject is skills based, examines strategic interactive marketing frameworks, engages benchmarking, develops a business marketspace matrix and considers customer engagement approaches. It finally builds an innovative strategic interactive marketing business solution capable of incorporation into the current (and ongoing) business model.

Learning Outcomes

  • critically assess the emerging challenges, threats and opportunities present in the online interactive marketing environment;
  • critically evaluate the nature of the business target audience, its customer experiences and expectations;
  • evaluate approaches to engage new media and interactive communication channels;
  • analyse the suitability, feasibility and appropriateness of integrating ranges of offline and online marketing tools into the company's strategic interactive marketing toolkit;
  • critically evaluate the impact and implications of advances in technology on consumers and businesses.
Prerequisites: BU1108 OR BU2108 OR BU1008 OR BU2208 OR BU1908 OR BU1808 AND 18 CP of subjects
Inadmissible
Subject
Combinations:
MG3762 BX3081

Availabilities

Townsville, Block, Study Period 3
Census Date 06-Feb-2014
Face to face teaching 28-Jan-2014 to 07-Feb-2014 (Pre-course briefing from 6pm-8pm on Tue 28 Jan (compulsory attendance); face to face dates - 9am-5pm 31 January & 1,2,6,7 February. No final exam.)
Coordinator: Dr Leonie Cassidy
Lecturer: Dr Breda McCarthy.
Workload expectations:
  • 36 hours lectures
  • 2 hours - Pre-course briefing
Assessment: presentations (15%); you tube product report (35%); research article (20%); marketspace matrix project (30%).
Special Assessment Requirements: Compulsory attendance requirements in pre-course briefing.

External, Study Period 1
Census Date 27-Mar-2014
Coord/Lect: Professor John Hamilton, Dr Leonie Cassidy.
Workload expectations:
  • 0 hours
Method of Delivery: WWW - LearnJCU
Assessment: presentations (15%); you tube product report (35%); research article (20%); marketspace matrix project (30%).

Cairns, Block, Study Period 7
Census Date 10-Jul-2014
Face to face teaching 07-Jul-2014 to 21-Jul-2014 (Briefing from 6pm-8pm on Mon 7 July (compulsory attendance); Face to face dates are 9am-5pm 14, 15, 16 July & 20, 21 July. No exam.)
Coordinator: Professor John Hamilton
Lecturer: Dr Leonie Cassidy.
Workload expectations:
  • 36 hours lectures
  • 2 hours - Pre-course briefing
Assessment: presentations (15%); you tube product report (35%); research article (20%); marketspace matrix project (30%).
Special Assessment Requirements: Compulsory attendance requirements in pre-course briefing.

JCU Singapore, Internal, Study Period 52
Census Date 17-Jul-2014
Coordinator: Dr Leonie Cassidy
Lecturer: Mr Sim Guan Lim.
Workload expectations:
  • 24 hours lectures
  • 12 hours tutorials
Assessment: presentations (15%); you tube product report (35%); research article (20%); marketspace matrix project (30%).

JCU Singapore, Internal, Study Period 53
Census Date 13-Nov-2014
Coordinator: Dr Leonie Cassidy
Lecturer: Mr Sim Guan Lim.
Workload expectations:
  • 24 hours lectures
  • 12 hours tutorials
Assessment: presentations (15%); you tube product report (35%); research article (20%); marketspace matrix project (30%).
Restrictions: An enrolment quota applies to this offering.

JCU Brisbane, Internal, Study Period 22
Census Date 14-Aug-2014
Coordinator: Dr Leonie Cassidy
Workload expectations:
  • 24 hours lectures
  • 12 hours tutorials
Assessment: presentations (15%); you tube product report (35%); research article (20%); marketspace matrix project (30%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.