James Cook University Subject Handbook - 2023

LB5122 - Marketing Strategy, Analytics and Development

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

• Written > Examination (centrally administered) - (50%) - Individual
• Oral > Presentation 1 - (25%) - Group
• Written > Research report - (25%) - 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.

Availabilities