James Cook University Subject Handbook - 2020

LB5202 - Marketing Management

Subject Description

This subject considers the fundamental concepts of marketing planning and analysis and how the individual elements of marketing are interrelated with each other. Students will gain a sound understanding of basic principles and language of marketing theory and practice. An emphasis is placed on the importance of innovative product and service development; creating customer value, satisfaction and loyalty; building stronger brands; shaping the market offerings; delivering value through networks and channels, and communicating value through an integrated communication program. This subject will take a more holistic view of marketing within the context of the organisation. Students gain practical experience in analysing marketing situations through case studies and developing a comprehensive marketing plan.

Learning Outcomes

• understand marketing from a holistic perspective within the organisation
• analyse and evaluate credible sources of marketing information to prepare a well-reasoned marketing plan
• understand and apply the strategic planning and marketing decision process
• critically evaluate and apply marketing principles and theories to selected "real life" organisations and case studies

Subject Assessment

• Invigilated > Other exams - (50%)
• Marketing Plan (Group Assessment) - (30%)
• Case Study (Individual Assessment) - (20%)

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.

Inadmissible Subject Combinations:  BU5103

Availabilities