James Cook University Subject Handbook - 2020

LB5232 - Marketing and Customer Engagement

Subject Description

This subject focuses on digital and social media marketing and it addresses digital disruption and the impact of a rapidly changing environment on marketing practice. It explores the role of marketing in creating and delivering value propositions to customers. In addition, it examines the ethical dilemmas, social and legal issues surrounding the use of digital media, and encompasses consumer tribes, brand management, website design, search engine optimisation, the digital marketing mix, campaign planning and digital channel performance. This subject links leading-edge research, marketing models and frameworks to practical organisational experience though case studies, examples and readings.

Learning Outcomes

• evaluate the impact of digital media on the marketing mix and their implications for consumer behaviour and marketing practices in a range of industry contexts
• work collaboratively to plan and apply marketing tools and frameworks to develop, implement and evaluate digital marketing strategies
• describe the key forces in an organisations environment that are driving change in marketing practices and critically examine the ethical, social, and legal issues associated with the use of digital media for effective marketing

Subject Assessment

• Invigilated > End of semester exam - (40%)
• Non-Invigilated > Assignments - (25%)
• Plan (Digital Marketing) - (35%)

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