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LB5232 - Marketing and Customer Engagement

Credit points: 3
Year: 2019
Student Contribution Band: Band 3
Administered by: College of Business, Law & Governance

This subject reviews current marketing practices as they relate to the use of digital media, with specific focus on social media forms but also encompassing gaming and hybrid media platforms and the rapidly evolving mobile and location-based media forms. It critically reviews current knowledge of consumer communities and 'tribes', the creation / co-creation of value and the impact of these for brand management, including cross-cultural perspectives and privacy, ethical and legal issues involved in digital media. The core concepts of marketing are applied to digital / social media, with a specific focus on a critical analysis of the theoretical frameworks that can be used to explain digital / social media use, drawing on real-world marketing examples.

Learning Outcomes

  • critically evaluate and apply marketing principles and theories to selected "real life" organisations and case studies;
  • apply the strategic planning and marketing decision process;
  • evaluate new social media and their value in a marketing context;
  • appraise marketing from a holistic perspective within the organisation.
Prerequisites: LB5202 OR ANY INTRODUCTORY MARKETING SUBJECT

Availabilities

External, Study Period 2
Census Date 29-Aug-2019
Coord/Lect: Dr Breda McCarthy.
Method of Delivery: WWW - LearnJCU
Assessment: end of semester exam (50%); marketing case study (15%); marketing plan and proposal (35%).

Townsville, Limited, Study Period 2
Census Date 29-Aug-2019
Face to face teaching 02-Aug-2019 to 18-Oct-2019 (6pm-9pm, Friday 2nd August; 16th August; 13th September & 18th October 2019)
Coord/Lect: Dr Breda McCarthy.
Workload expectations:

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

  • 36 hours - Combined Lectures; Tutorials/Workshops; Lecturer directed activities.
  • assessment and self-directed study
Assessment: other exams (50%); assignments (35%); marketing case study (15%).

Cairns, Block, Study Period 10
Census Date 12-Dec-2019
Face to face teaching 25-Nov-2019 to 07-Jan-2020 (9-5pm Monday 25 Nov 2019, Tue 26 Nov, Mon 9 Dec, Mon 6 Jan, Tue 7 Jan 2020)
Coordinator: Dr Breda McCarthy
Lecturer: Mrs Suzie Pont.
Workload expectations:

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

  • 39 hours workshops/Seminars
  • 0 hours
  • assessment and self-directed study
Assessment: other exams (50%); assignments (35%); marketing case study (15%).

JCU Singapore, Internal, Study Period 51
Census Date 11-Apr-2019
Coordinator: Dr Breda McCarthy
Lecturer: Dr Pengji Wang.
Workload expectations:

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

  • 36 hours lectures
  • assessment and self-directed study
Assessment: other exams (50%); assignments (35%); marketing case study (15%).

JCU Singapore, Internal, Study Period 53
Census Date 05-Dec-2019
Workload expectations:

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

  • 36 hours lectures
  • assessment and self-directed study
Assessment: other exams (50%); assignments (35%); marketing case study (15%).

JCU Brisbane, Internal, Study Period 22
Census Date 08-Aug-2019
Lecturers: Dr Stephan Dahl, Dr David Gration.
Workload expectations:

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

  • 36 hours lectures
  • assessment and self-directed study
Assessment: other exams (50%); assignments (35%); marketing case study (15%).

JCU Brisbane, Internal, Study Period 21
Census Date 11-Apr-2019
Coordinator: Dr Breda McCarthy
Lecturer: Dr David Gration.
Workload expectations:

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

  • 36 hours lectures
  • assessment and self-directed study
Assessment: other exams (50%); assignments (35%); marketing case study (15%).

JCU Brisbane, Internal, Study Period 23
Census Date 05-Dec-2019
Coordinator: Dr Breda McCarthy
Lecturers: Mr Ian Kirkwood, <Person not found>.
Workload expectations:

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

  • 36 hours lectures
  • assessment and self-directed study
Assessment: other exams (50%); assignments (35%); marketing case study (15%).

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.