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LB5232 - Digital Marketing

Credit points: 3
Year: 2023
Student Contribution Band: Band 4
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

  • Written > Business plan - (45%) - Individual
  • Written > Case study analysis - (30%) - Individual
  • Performance/Practice/Product > Multimedia production - (25%) - Individual.
Prerequisites: LB5202 OR ANY INTRODUCTORY MARKETING SUBJECT

Availabilities

JCU Brisbane, Trimester 2, Internal
Census Date 22-Jun-2023
Workload expectations:

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

  • 20 hours lectures
  • 10 hours tutorials - Synthesising session
  • 10 hours online activity - Recordings, online activities & self-directed learning
  • assessment and self-directed study

JCU Brisbane, Trimester 1, Internal
Census Date 09-Mar-2023
Workload expectations:

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

  • 20 hours lectures
  • 10 hours tutorials - Synthesising session
  • 10 hours online activity - Recordings, online activities & self-directed learning
  • assessment and self-directed study

JCU Brisbane, Trimester 3, Internal
Census Date 05-Oct-2023
Workload expectations:

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

  • 20 hours lectures
  • 10 hours tutorials - Synthesising session
  • 10 hours online activity - Recordings, online activities & self-directed learning
  • assessment and self-directed study

JCU Singapore, Study Period 51, Internal
Census Date 06-Apr-2023
Workload expectations:

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

  • 20 hours lectures - may include recorded presentations, online activities & self-learning activities inclusive of lectures, via LearnJCU
  • 20 hours tutorials - may include recorded presentations, online activities & self-learning activities inclusive of synthesising sessions, via LearnJCU
  • assessment and self-directed study

JCU Singapore, Study Period 52, Internal
Census Date 03-Aug-2023
Workload expectations:

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

  • 20 hours lectures - may include recorded presentations, online activities & self-learning activities inclusive of lectures, via LearnJCU
  • 20 hours tutorials - may include recorded presentations, online activities & self-learning activities inclusive of synthesising sessions, via LearnJCU
  • assessment and self-directed study

Townsville, Trimester 3, Mixed attendance
Census Date 05-Oct-2023
Face to face teaching (Dates TBA)
Coord/Lect: Dr Breda McCarthy.
Workload expectations:

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

  • 10 hours workshops
  • 30 hours online activity - Recordings, online activities and self-directed learning
  • assessment and self-directed study

Trimester 3, External
Census Date 05-Oct-2023
Coord/Lect: Dr Breda McCarthy.
Workload expectations:

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

  • 30 hours online activity - Recordings, online activities & self-directed learning
  • 10 hours online Tutorials - Online Collaborate sessions
  • 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.