LB5232 - Marketing and Customer Engagement
| Credit points: | 03 |
| Year: | 2018 |
| 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 23-Aug-2018 | |
| Coordinator: | Professor Lynne Eagle |
| Lecturer: | 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 23-Aug-2018 | |
| Face to face teaching (6pm-9pm, Friday 27th July; 17th August; 14th September & 19th October) | |
| Coordinator: | Professor Lynne Eagle |
| Lecturer: | Dr Breda McCarthy. |
| Contact hours: |
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| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| Cairns, Block, Study Period 10 | |
| Census Date 06-Dec-2018 | |
| Face to face teaching 19-Nov-2018 to 10-Jan-2019 (9-5pm Mon 19 Nov, Tues 20 Nov, Mon 10 Dec 2018 & 9-5pm Wed 9 Jan & Thurs 10 Jan 2019) | |
| Coordinator: | Professor Lynne Eagle |
| Lecturer: | Dr Breda McCarthy. |
| Contact hours: |
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| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| JCU Singapore, Block, Study Period 55 | |
| Census Date 21-Jun-2018 | |
| Face to face teaching 07-May-2016 to 21-May-2016 (Face to Face dates are: 7, 10, 12, 15, 17, 19 and 21 May 2016. Exam scheduled for 29 May 2016.) | |
| Coordinator: | Professor Lynne Eagle |
| Contact hours: |
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| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| JCU Singapore, Internal, Study Period 52 | |
| Census Date 02-Aug-2018 | |
| Coordinator: | Professor Lynne Eagle |
| Contact hours: |
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| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| JCU Brisbane, Internal, Study Period 22 | |
| Census Date 02-Aug-2018 | |
| Coordinator: | Professor Lynne Eagle |
| Contact hours: |
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| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| JCU Brisbane, Internal, Study Period 21 | |
| Census Date 05-Apr-2018 | |
| Coordinator: | Professor Lynne Eagle |
| Contact hours: |
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| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| JCU Brisbane, Internal, Study Period 23 | |
| Census Date 29-Nov-2018 | |
| Coordinator: | Professor Lynne Eagle |
| Contact hours: |
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| 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.