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LB5202 - Marketing Essentials

Credit points: 3
Year: 2021
Student Contribution Band: Band 4
Administered by: College of Business, Law & Governance

Are you thinking of starting a business and unsure who your market is; where to reach them; what to say to them; how to evaluate marketing investment; or what to benchmark to measure future success? Are you already in an organisation and have learnt some marketing skills along the way but unsure if you know the latest techniques to generate a better return on investment? To support you in strategically building your business, Marketing Essentials translates the latest marketing theory and techniques into a practical toolkit for you to apply in your industry context. The subject provides a comprehensive understanding of the role of strategically planned marketing activity in organisations and emphasises innovative customer value, building strong brands and creating effective market communications utilising current and emerging technology.

Learning Outcomes

  • research and synthesise information on current and emerging marketing strategies for evidence of application of marketing principles that create and grow customer value;
  • critically evaluate and apply marketing principles and theories to selected 'real life' organisations and case studies;
  • design and develop marketing communications to support strategically planned marketing activities.

Subject Assessment

  • Written > Test/Quiz 1 - (40%) - Individual
  • Oral > Presentation 1 - (20%) - Individual
  • Written > Case study analysis - (40%) - Group.
Inadmissible
Subject
Combinations:
BU5103

Availabilities

Cairns, Trimester 3, Mixed attendance
Census Date 07-Oct-2021
Face to face teaching (6pm - 9pm: Dates TBA)
Coordinator: Dr Tracey Mahony
Lecturer: Mrs Suzie Pont.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 36 hours lectures (didactic or interactive) - Combination of Lectures, Workshops and Seminars
  • assessment and self-directed study

JCU Brisbane, Study Period 21, Internal
Census Date 11-Mar-2021
Coordinator: Dr Tracey Mahony
Lecturer: Mr Ian Kirkwood.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 36 hours lectures (didactic or interactive) - Combination of Lectures, Workshops and Seminars
  • assessment and self-directed study

JCU Brisbane, Study Period 22, Internal
Census Date 24-Jun-2021
Coordinator: Dr Tracey Mahony
Lecturer: Mr Patrick Goh.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 36 hours lectures (didactic or interactive) - Combination of Lectures, Workshops and Seminars
  • assessment and self-directed study

JCU Brisbane, Study Period 23, Internal
Census Date 07-Oct-2021
Coordinator: Dr Tracey Mahony
Lecturer: Mr Patrick Goh.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 36 hours lectures (didactic or interactive) - Combination of Lectures, Workshops and Seminars
  • assessment and self-directed study

JCU Singapore, Study Period 52, Internal
Census Date 05-Aug-2021
Coordinator: Dr Zahra Pourabedin
Lecturer: Dr Malobi Mukherjee.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 36 hours lectures (didactic or interactive) - Combination of Lectures, Workshops and Seminars
  • assessment and self-directed study

JCU Singapore, Study Period 53, Internal
Census Date 02-Dec-2021
Coordinator: Dr Zahra Pourabedin
Lecturers: Mr SuaKeong Ng, Professor Alexander Josiassen.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 36 hours lectures (didactic or interactive) - Combination of Lectures, Workshops and Seminars
  • assessment and self-directed study

Townsville, Trimester 3, Mixed attendance
Census Date 07-Oct-2021
Face to face teaching (Dates to be advised)
Coord/Lect: Dr Tracey Mahony, Mrs Suzie Pont.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 36 hours lectures (didactic or interactive) - Combination of Lectures, Workshops and Seminars
  • assessment and self-directed study

Study Period 1, External
Census Date 25-Mar-2021
Coord/Lect: Dr Tracey Mahony, Mrs Suzie Pont.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 0 hours
  • assessment and self-directed study
Method of Delivery: WWW - LearnJCU

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.