James Cook University Subject Handbook - 2020
For subject information from 2025 and onwards, please visit the new JCU Course and Subject Handbook website.
LB5122 - Marketing Strategy, Analytics and Development
| Credit points: | 03 |
| Year: | 2020 |
| Student Contribution Band: | Band 3 |
| Prerequisites: | Completion of 12 credit points of postgraduate subjects |
| Administered by: | College of Business, Law & Governance |
Subject Description
- 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. The 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
- Invigilated > Presentations - (20%)
- Combination of written work, digital media and presentation - (40%)
- Non-Invigilated > Assignments - (40%)
Note that 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.
Availabilities
JCU Online, Study Period 83, External | |
| Census date: | Thursday, 14 May 2020 |
| Study Period Dates: | Monday, 04 May 2020 to Saturday, 20 Jun 2020 |
| Coordinator(s): | Assoc. Professor Josephine Pryce |
| Lecturer(s): | DR Tracey Mahony [Name missing] |
| Workload expectations: | The student workload for this 3 credit point subject is approximately 130 hours. |
| Method of delivery: | WWW - LearnJCU |
JCU Singapore, Study Period 53, Internal | |
| Census date: | Thursday, 03 Dec 2020 |
| Study Period Dates: | Monday, 09 Nov 2020 to Friday, 19 Feb 2021 |
| Coordinator(s): | DR Zahra Pourabedin |
| Lecturer(s): | MR Dennis Ng |
| Workload expectations: | The student workload for this 3 credit point subject is approximately 130 hours.
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