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MMK101 - Marketing Fundamentals

Unit details


2017 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
EFTSL value:0.125
Unit chair:

R Casidy (Trimester 1), J Minkiewicz (Trimester 2)





Incompatible with:


Contact hours:


1 x 1 hour class per week

1 x 2 hour seminar per week

Cloud (Online): Learning experiences are via CloudDeakin


The aim of the unit Marketing is to examine how marketing organisations, both profit-oriented and not-for-profit, create value for end-users and business customers, and in return capture value from customers. Starting with discussion on the marketing process, the unit proceeds to examine marketing theory and practice – ranging from understanding customer needs, to designing customer-driven marketing strategies using the extended marketing mix in integrated marketing programs, and on to building customer relationships and capturing value for the organisation.


Assessment 1 (individual) – Marketing report (2500 words) – 30%

Assessment 2 (individual) – Marketing report (2000 words) – 20%

Examination (2 hours) – 50%

Hurdle requirement: students must submit Assignment 1 to be able to submit Assignment 2. Students must also achieve at least 50% of the marks available on the examination.

Unit Fee Information

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