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James Cook University Subject Handbook - 2022

For subject information from 2025 and onwards, please visit the new JCU Course and Subject Handbook website.

LB5232 - Digital Marketing

Credit points:03
Year:2022
Student Contribution Band:Band 4
Prerequisites:LB5202 OR ANY INTRODUCTORY MARKETING SUBJECT
Administered by:College of Business, Law & Governance (pre 2023 PCS)

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 organisation's 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

  • Written > Business plan - (45%) - Individual
  • Written > Case study analysis - (30%) - Individual
  • Performance/Practice/Product > Multimedia production - (25%) - Individual

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 Brisbane, Trimester 1, Internal

Census date:Thursday, 10 Mar 2022
Study Period Dates:Monday, 14 Feb 2022 to Saturday, 14 May 2022
Staff:No staff allocated; see "This Subject In Other Years".
Workload expectations:The student workload for this 3 credit point subject is approximately 130 hours.
  • 36 Hours - Lectures (didactic or interactive)

JCU Brisbane, Trimester 2, Internal

Census date:Thursday, 23 Jun 2022
Study Period Dates:Monday, 30 May 2022 to Saturday, 27 Aug 2022
Staff:No staff allocated; see "This Subject In Other Years".
Workload expectations:The student workload for this 3 credit point subject is approximately 130 hours.
  • 36 Hours - Lectures (didactic or interactive)

JCU Brisbane, Trimester 3, Internal

Census date:Thursday, 06 Oct 2022
Study Period Dates:Monday, 12 Sep 2022 to Saturday, 10 Dec 2022
Staff:No staff allocated; see "This Subject In Other Years".
Workload expectations:The student workload for this 3 credit point subject is approximately 130 hours.
  • 36 Hours - Lectures (didactic or interactive)

JCU Singapore, Study Period 51, Internal

Census date:Thursday, 07 Apr 2022
Study Period Dates:Monday, 14 Mar 2022 to Friday, 17 Jun 2022
Coordinator(s):
DR Malobi Mukherjee
Lecturer(s):
MR Dennis Ng
Workload expectations:The student workload for this 3 credit point subject is approximately 130 hours.
  • 36 Hours - Lectures (didactic or interactive)

JCU Singapore, Study Period 52, Internal

Census date:Thursday, 04 Aug 2022
Study Period Dates:Monday, 11 Jul 2022 to Friday, 14 Oct 2022
Coordinator(s):
DR Emiel Eijdenberg
Lecturer(s):
DR Nurhafihz Noor
Workload expectations:The student workload for this 3 credit point subject is approximately 130 hours.
  • 36 Hours - Lectures (didactic or interactive)

JCU Singapore, Study Period 53, Internal

Census date:Thursday, 01 Dec 2022
Study Period Dates:Monday, 07 Nov 2022 to Friday, 17 Feb 2023
Coordinator(s):
DR Malobi Mukherjee
Lecturer(s):
DR Nurhafihz Noor
Workload expectations:The student workload for this 3 credit point subject is approximately 130 hours.
  • 36 Hours - Lectures (didactic or interactive)

Townsville, Trimester 3, Mixed attendance, (Face to Face dates exist for this availability)

Census date:Thursday, 06 Oct 2022
Study Period Dates:Monday, 12 Sep 2022 to Saturday, 10 Dec 2022
Face to face teaching: (tba)
Coordinator(s):
DR Breda McCarthy
Lecturer(s):
DR Breda McCarthy
Workload expectations:The student workload for this 3 credit point subject is approximately 130 hours.
  • 36 Hours - Other - Combined Lectures; Tutorials/Workshops; Lecturer directed activities.

Trimester 3, External

Census date:Thursday, 06 Oct 2022
Study Period Dates:Monday, 12 Sep 2022 to Saturday, 10 Dec 2022
Coordinator(s):
DR Breda McCarthy
Lecturer(s):
DR Breda McCarthy
Workload expectations:The student workload for this 3 credit point subject is approximately 130 hours.
    Method of delivery:WWW - LearnJCU