Unit details

MMK332 - Direct and Digital Marketing

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

N McClaren

Prerequisite:

MMK277 or MMK101

Corequisite:Nil
Incompatible with: Nil
Contact hours:

 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.

Content

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

Written Assignment 3000 words 40%, Examination 2 hours 60%

Unit Fee Information

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students
$1260$1260$2594$2754

* 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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