MMK365 - Marketing Insights

Year: 2018 unit information
Enrolment modes: Trimester 1: Burwood (Melbourne), Cloud (online)
Trimester 2: Waterfront (Geelong), Cloud (online)
Credit point(s): 1
Previously coded as: MMK265
EFTSL value: 0.125
Unit chair:

Chris Dubelaar

Prerequisite:

MIS171 plus

one of MMK277 or MMK101 plus

one of MMK266, MMK295 or MMK393

Corequisite: Nil
Incompatible with:

MMK265

Contact hours:

Campus: 1 x 1 hour class + 1 x 2 hour seminar per week

Cloud (Online): 1 x 1 hour class (recordings provided) + 2 hour online seminar (livestreamed with recordings provided) per week

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’s 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.

Assessment

Assessment 1 (Group of 4 students) – Written Report (2,000 words) – 20% 

Assessment 2 (Group of 4 students) – Written Report and presentation (2,000 words and 10 mins) – 30% 

Examination (2 hours) – 50%

Hurdle requirement: Students must attempt ALL assessments and must achieve at least 50% of the marks available on the examination

Unit Fee Information

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