JCU Australia logo

Subject Search

Try new Subject Search!

We've released the new Subject Search, designed to be simpler and faster than the application below.

LB5722 - Marketing Strategy, Analytics and Development

Credit points: 3
Year: 2022
Student Contribution Band: Band 4
Administered by: College of Business, Law & Governance

Marketing Strategy, Analytics and Development is a fast paced subject providing a comprehensive understanding of marketing roles and functions within an organisation and the marketplace. This MBA Global subject introduces students to branding concepts at a personal branding level and builds skills to enable the completion of more complex strategic marketing planning and application at an organisational level. The underlying message contained in this subject is the need to always use marketing data, supported by sound theoretical knowledge, to make informed decisions concerning the introduction, innovation or discontinuance of market offerings. Students are introduced to different types of marketing data and gain experience with management level reporting tools. The subject is positioned for those aspiring to Executive and C-Suite career pathways. The subject accommodates those new to marketing and provides extension opportunities for those with prior marketing knowledge through developing skills in leading marketing change. The subject considers the future development of marketing through exploring the application of commercial skills to non-commercial environments.

Learning Outcomes

  • critically analyse the task of marketing;
  • examine the major functions that comprise the marketing tasks in organisations;
  • apply marketing concepts to real life marketing situations.

Subject Assessment

  • Oral > Presentation 1 - (40%) - Individual
  • Written > Critical appraisal/review - (40%) - Individual
  • Performance/Practice/Product > Portfolio - (20%) - Individual.


JCU Online, Study Period 83, External
Census Date 19-May-2022
Coord/Lect: Assoc. Professor Josephine Pryce, Dr Tracey Mahony.
Workload expectations:

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

  • 65 hours - Online resources, including readings, screencasts, embedded quizzing
  • assessment and self-directed study
Method of Delivery: Online - JCU
Restrictions: Enrolment in this offering is restricted.

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.