LB5232 - Marketing and Customer Engagement
| Credit points: | 03 |
| Year: | 2019 |
| Student Contribution Band: | Band 3 |
| Administered by: |
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 | |
| , Study Period 2 | |
| Census Date 29-Aug-2019 | |
| Method of Delivery: | WWW - LearnJCU |
| Assessment: | end of semester exam (50%); marketing case study (15%); marketing plan and proposal (35%). |
| Cairns, , Study Period 10 | |
| Census Date 12-Dec-2019 | |
| Face to face teaching 25-Nov-2019 to 07-Jan-2020 (9-5pm Monday 25 Nov 2019, Tue 26 Nov, Mon 9 Dec, Mon 6 Jan, Tue 7 Jan 2020) | |
| Contact hours: |
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| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| JCU Singapore, , Study Period 51 | |
| Census Date 11-Apr-2019 | |
| Contact hours: |
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| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| JCU Singapore, , Study Period 53 | |
| Census Date 05-Dec-2019 | |
| Contact hours: |
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| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| JCU Brisbane, , Study Period 22 | |
| Census Date 08-Aug-2019 | |
| Contact hours: |
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| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| JCU Brisbane, , Study Period 21 | |
| Census Date 11-Apr-2019 | |
| Contact hours: |
|
| Assessment: | other exams (50%); assignments (35%); marketing case study (15%). |
| JCU Brisbane, , Study Period 23 | |
| Census Date 05-Dec-2019 | |
| 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.