BU1808 - Managing Consumer Markets

Credit points:	03
Year:	2013
Student Contribution Band:	Band 3
Administered by:	School of Business

At the interface between business and society, managing consumer markets sustainably has an important role to play in shaping the environment for future generations. In developed and developing countries in the tropics and beyond, consumer markets are evolving as service dominated economies. New service business opportunities are emerging in the business and not-for-profit sector to meet the needs of changing consumer markets. This subject examines consumer behaviour in a service context and explores how businesses need to adapt their practices to add consumer value and achieve a sustainable competitive advantage. Topics examined include positioning services in competitive markets, developing sustainable service products and brands; managing people and building service relationships; delivering services through physical and electronic channels; building sustainable communication strategies; understanding costs and sustainable pricing approaches; improving service quality and productivity to manage consumer market demands. The subject integrates knowledge gained from marketing, operations, information technology and human resource management to manage consumer markets sustainably.

Learning Outcomes

• Demonstrate effective communication skills and the ability to work with others in a professional manner and independently;
• explain how service dominated economics in the tropics and beyond are developing, and the service product opportunities that are emerging for businesses and non-for-profit sector;
• explain why sustainable business practices are vitally important, both in society and to a successful business;
• examine how functional areas within a business must collaborate to service consumer markets and sustain a viable business;
• examine the role played by service marketing elements in adding consumer value to changing consumer markets through a sustainable approach.

Graduate Qualities

• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to find and access information using appropriate media and technologies;
• The ability to reflect on and evaluate learning, and to learn independently in a self directed manner;
• The ability to speak and write clearly, coherently and creatively;
• The ability to communicate effectively with a range of audiences;
• The ability to work individually and independently;
• The ability to select and use appropriate tools and technologies.

Inadmissible Subject Combinations:

BU1108 BU1008 BU1908 BU2108 BU2208 MG1702 MG2702

Availabilities
JCU Brisbane, Internal, Study Period 21
Census Date 18-Apr-2013
Coordinator:	Dr Janelle Rose
Lecturer:	Mrs Jennifer Boreland.
Contact hours:	26 hours lectures 12 hours tutorials 9 hours - Lecturer directed activities
Assessment:	end of semester exam (50%); blog (15%); report (35%).
JCU Brisbane, Internal, Study Period 22
Census Date 15-Aug-2013
Coordinator:	Dr Janelle Rose
Contact hours:	26 hours lectures 12 hours tutorials 9 hours - Lecturer directed activities
Assessment:	end of semester exam (50%); blog (15%); report (35%).
JCU Brisbane, Internal, Study Period 23
Census Date 13-Dec-2013
Coordinator:	Dr Janelle Rose
Lecturer:	Mrs Sandy Sergeant.
Contact hours:	26 hours lectures 12 hours tutorials 9 hours - Lecturer directed activities
Assessment:	end of semester exam (50%); blog (15%); report (35%).

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.