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LB5232 - Marketing and Customer Engagement

Credit points: 3
Year: 2020
Student Contribution Band: Band 3
Administered by: College of Business, Law & Governance

This subject focuses on digital and social media marketing and it addresses digital disruption and the impact of a rapidly changing environment on marketing practice. It explores the role of marketing in creating and delivering value propositions to customers. In addition, it examines the ethical dilemmas, social and legal issues surrounding the use of digital media, and encompasses consumer tribes, brand management, website design, search engine optimisation, the digital marketing mix, campaign planning and digital channel performance. This subject links leading-edge research, marketing models and frameworks to practical organisational experience though case studies, examples and readings.

Learning Outcomes

  • evaluate the impact of digital media on the marketing mix and their implications for consumer behaviour and marketing practices in a range of industry contexts;
  • work collaboratively to plan and apply marketing tools and frameworks to develop, implement and evaluate digital marketing strategies;
  • describe the key forces in an organisations environment that are driving change in marketing practices and critically examine the ethical, social, and legal issues associated with the use of digital media for effective marketing.

Subject Assessment

  • end of semester exam (40%)
  • assignments (25%)
  • plan (digital marketing) (35%).
Prerequisites: LB5202 OR ANY INTRODUCTORY MARKETING SUBJECT

Availabilities

External, Study Period 2
Census Date 27-Aug-2020
Coord/Lect: Dr Breda McCarthy.
Method of Delivery: WWW - LearnJCU

Townsville, Mixed attendance, Study Period 2
Census Date 27-Aug-2020
Non-standard start/end 26-Jul-2019 to 22-Nov-2019
Face to face teaching 26-Jul-2019 to 18-Oct-2019 (6pm-9pm, Friday 26th July; 16th August; 13th September & 18th October)
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

JCU Singapore, Internal, Study Period 51
Census Date 09-Apr-2020
Workload expectations:

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

  • 36 hours lectures
  • assessment and self-directed study

JCU Singapore, Internal, Study Period 53
Census Date 03-Dec-2020
Workload expectations:

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

  • 36 hours lectures
  • assessment and self-directed study

JCU Brisbane, Internal, Study Period 22
Census Date 06-Aug-2020
Coordinator: Dr Breda McCarthy
Lecturers: Mr Ian Kirkwood, 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

JCU Brisbane, Internal, Study Period 21
Census Date 09-Apr-2020
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

JCU Brisbane, Internal, Study Period 23
Census Date 03-Dec-2020
Coordinator: Dr Breda McCarthy
Lecturers: Mr Ian Kirkwood, 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

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.