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|Enrolment modes:||Trimester 1: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)|
MMK277 or MMK101
1 x 2 hour class and 1 x 1 hour seminar per week
|Note: 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 offers an examination of database, direct and digital marketing. This is the most dynamic area within contemporary marketing due to the rise of CRM, Facebook, Twitter and Google. Special emphasis is put on the integration of online and direct marketing into the traditional promotional mix. The objectives of customer acquisition versus customer retention are also identified.
Assessment 1 - Written assignment (3000 words) - 40%
Examination (2 hours) - 60%
Hurdle requirement: achieve at least 50% of the marks available on the examination.
Unit Fee Information
Unit fee information available soon