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MMK277 - Marketing Management

Unit details

Note: You are seeing the 2014 view of this unit information. These details may no longer be current. [Go to the current version]
Year2014 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne), Warrnambool, Waterfront (Geelong), Cloud (online)
Trimester 2: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
Credit point(s):1
Previously coded as:MMK177
EFTSL value:0.125
Unit chair:

M Callaghan (Trimester 1), S Adam (Trimester 2), A Ringer (Trimester 3)



Incompatible with:


Contact hours:

1 x 1 hour recorded class and 1 x 2 hour seminar per week


You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.


This unit examines the nature of marketing management from a marketing planning perspective. The focus of discussion is the coordinated activities of the network of producers of goods, services and experiences which seek to satisfy their customers. Emphasis is placed on marketing strategy formulation and the use of strategic marketing mix elements in developing and maintaining a market orientation and assessing organisational performance. Such aspects of marketing as marketing research, customer behaviour, product innovation, and marketing communication are also examined.


Assessment 1 - Seminar Exercises - 40%

Assessment 2 (Individual) - Marketing Assignment (2000 words) - 20%

Examination 2 hours - 40%

Hurdle requirement: achieve at least 50% of the available marks in the examination

Unit Fee Information

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students

* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010
** Rate for CSP students who commenced Education and Nursing units pre 2010
Please note: Unit fees listed do not apply to Deakin Prime students.

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