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MMK365 - Marketing Insights


2020 unit information

Important Update:

Classes and seminars in Trimester 2, 2020 will be online.

Last updated: 2 June 2020

Enrolment modes:

Trimester 1: Burwood (Melbourne), Waterfront (Geelong)*, Cloud (online)
Trimester 2: Burwood (Melbourne)*, Waterfront (Geelong), Cloud (online)

Credit point(s):1
Previously coded as:MMK265
EFTSL value:0.125
Unit Chair:Trimester 1: Chris Dubelaar
Trimester 2: Chris Dubelaar

MIS171 plus

one of MMK277 or MMK101 plus

one of MMK266, MMK295 or MMK393

Incompatible with:


Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

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

*1 x 1 hour class (recordings provided) and 1 x 2 hour seminar per week

Scheduled learning activities - cloud:

1 x 1 hour class (recordings provided) and 1 x 2 hour online seminar (livestreamed with recordings provided) per week


Marketers live in a world full of information. Making sense of that information is a key task of the modern marketer and forms a critical input to the strategic process. This unit examines the uses and interpretation of information in gaining an understanding of the world in which the marketing firm operates. The unit progresses from the macro to the micro. The unit starts with externally available secondary data and introduces the processes of identifying and analysing trends, demographic changes, and economic adjustments to provide inputs to the long term strategic process.

The unit then moves to interpreting commonly available internal data such as sales, returns, and complaints and matches that with data available externally from the business’s own web pages and social media to create a picture of the firm’s customers and their immediate behaviours. Next, the unit explores the interpretation of bespoke research to address specific strategic problems in the medium term.

This unit emphasises the interpretation of analysis performed by others and sorting the important information from the irrelevant in order to feed into the strategic process of the firm.


These are the Learning Outcomes (ULO) for this Unit
At the completion of this Unit, successful students can:

Deakin Graduate Learning Outcomes

Establish and plan the interpretation of data from multiple sources to produce marketing insights

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking


Construct and execute a comprehensive digital information gathering program.

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy


Demonstrate the ability to critically evaluate and analyse outcomes, opportunities and challenges, to plan future marketing efforts.

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking


Build and work in a teams on assessments and develop an understanding of how different team members bring contrasting perspectives to solving complex problems.

GLO7: Teamwork

These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 
Assessment 1: (Group of 4 students) – Written Report 2000 words 20% Week 5
Assessment 2: (Group of 4 students) – Written Report and presentation 2000 words and 10 mins 30% Week 9
Examination 2 hours 50% Exam period

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Hurdle requirement

Hurdle requirement: Students must attempt ALL assessments and must achieve at least 50% of the marks available on the examination

Learning Resource

Texts and reading lists for units can be found on the University Library via the following link. Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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