MMK737 - Online Marketing
Unit details
| Year: | 2020 unit information |
|---|---|
| Important Update: | Classes and seminars in Trimester 2, 2020 will be online. Last updated: 2 June 2020 |
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Allison Ringer |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
| Scheduled learning activities - campus: | 1 x 3 hour seminar (livestreamed with recordings provided) per week |
| Scheduled learning activities - cloud: | 1 x 3 hour seminar (livestreamed with recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week |
Content
This unit offers an examination of digital marketing as the major focus of change for the marketing discipline. It puts particular emphasis on the evolving role of digital technologies and customer use of digital media. The unit considers the implications of digital technologies for segmentation, targeting, positioning, price, place, product and promotion. Special emphasis is put on the integration of digital marketing tools and media in terms of utilising each according to its respective strengths and weaknesses in achieving attitudinal, behavioural and financial outcomes.
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| These are the Learning Outcomes (ULO) for this Unit At the completion of this Unit, successful students can: | Deakin Graduate Learning Outcomes |
| ULO1 | Develop a digital strategy that recognises and reflects consumer behaviour, competitors, external environment, etc. | GLO1: Discipline specific knowledge |
| ULO2 | Compare and contrast digital marketing objective setting within marketing strategy. | GLO1: Discipline specific knowledge |
| ULO3 | Create a digital marketing campaign which utilises the strengths of alternate digital media. | GLO1: Discipline specific knowledge |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
| Assessment 1: Written Report (Group of 3) | 4000 words | 40% | Week 9 |
| Examination | 2 hours | 60% | Exam 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.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MMK737 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
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