James Cook University Subject Handbook - 2021

LB5202 - Marketing Essentials

Subject Description

Are you thinking of starting a business and unsure who your market is; where to reach them; what to say to them; how to evaluate marketing investment; or what to benchmark to measure future success? Are you already in an organisation and have learnt some marketing skills along the way but unsure if you know the latest techniques to generate a better return on investment? To support you in strategically building your business, Marketing Essentials translates the latest marketing theory and techniques into a practical toolkit for you to apply in your industry context. The subject provides a comprehensive understanding of the role of strategically planned marketing activity in organisations and emphasises innovative customer value, building strong brands and creating effective market communications utilising current and emerging technology.

Learning Outcomes

• research and synthesise information on current and emerging marketing strategies for evidence of application of marketing principles that create and grow customer value
• critically evaluate and apply marketing principles and theories to selected 'real life' organisations and case studies
• design and develop marketing communications to support strategically planned marketing activities

Subject Assessment

• Written > Test/Quiz 1 - (40%) - Individual
• Oral > Presentation 1 - (20%) - Individual
• Written > Case study analysis - (40%) - Group

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