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MMK737 - Online Marketing

Unit details

Year2018 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit chair:

M Valos

Prerequisite:Nil
Corequisite:Nil
Incompatible with: Nil
Contact hours:

Campus: 1 x 3 hour seminar each week

Cloud (Online): 1 x 3 hour seminar (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.

Assessment

Assessment 1 - Written Report (Group of 3) - 4000 words - 40%

Examination (2 hours) - 60%

Unit Fee Information

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