MMK365 - Marketing Insights
Unit details
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online Trimester 2: Waterfront (Geelong), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Previously coded as: | MMK265 |
| Unit Chair: | Trimester 1: Ali Tamaddoni Jahromi Trimester 2: To be confirmed. |
| Prerequisite: | MIS171 plus one of MMK277 or MMK101 plus one of MMK266, MMK295 or MMK393 |
| Corequisite: | Nil |
| Incompatible with: | MMK265 |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | Trimester 1: Burwood (Melbourne) Trimester 2: Waterfront (Geelong) |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | Trimester 1: Trimester 2: |
Content
Marketers live in a world full of information. Making sense of that information is a key task of the modern marketer and forms a critical input to the strategic process. This unit examines the uses and interpretation of information in gaining an understanding of the world in which the marketing firm operates. The unit progresses from the macro to the micro. The unit starts with externally available secondary data and introduces the processes of identifying and analysing trends, demographic changes, and economic adjustments to provide inputs to the long-term strategic process.
The unit then moves to interpreting commonly available internal data such as sales, returns, and complaints and matches that with data available externally from the business’ own web pages and social media to create a picture of the firm’s customers and their immediate behaviours. Next, the unit explores the interpretation of bespoke research to address specific strategic problems in the medium term.
This unit emphasises the interpretation of analysis performed by others and sorting the important information from the irrelevant in order to feed into the strategic process of the firm.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Analyse and interpret data to produce marketing insights to support business decisions. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Construct and execute a comprehensive digital information gathering program. | GLO1: Discipline-specific knowledge and capabilities |
| ULO3 | Critically evaluate and analyse outcomes, opportunities and challenges, to make decisions for future marketing efforts. | GLO1: Discipline-specific knowledge and capabilities |
| ULO4 | Build and work in teams on assessments to gain awareness of how different team members bring contrasting perspectives to solving complex problems. | GLO7: Teamwork |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Group of 4 and Individual) Part A: (Group of 4) Report (Business) Part B: (Individual) Written Reflection |
Part A: 1600 words Part B: 300 words |
Part A: 20% Part B: 5% |
Week 7 |
| Assessment 2: (Group of 4 and Individual) Part A: (Group of 4) Report (Business) Part B: (Individual) Written Reflection |
Part A: 1600 words Part B: 300 words |
Part A: 20% Part B: 5% |
Week 10 |
| End-of-unit assessment task: Written | 2000 words | 50% | End-of-unit assessment Period |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Hurdle requirement
Hurdle requirement: Achieve at least 50% of the marks available on the end-of-unit assessment task to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
Learning Resource
The texts and reading list for the unit can be found on the University Library at the link here: MMK365 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.
Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.
Use the Fee estimator to see course and unit fees applicable to your course and type of place.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.