2020 unit information
Classes and seminars in Trimester 2, 2020 will be online.
Last updated: 2 June 2020
Trimester 1: Burwood (Melbourne), Waterfront (Geelong)*, Cloud (online)Trimester 2: Burwood (Melbourne)*, Waterfront (Geelong), Cloud (online)
one of MMK277 or MMK101 plus
one of MMK266, MMK295 or MMK393
Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.
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
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 UnitAt the completion of this Unit, successful students can:
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.
GLO3: Digital literacy
Demonstrate the ability to critically evaluate and analyse outcomes, opportunities and challenges, to plan future marketing efforts.
Build and work in a teams on assessments and develop an understanding of how different team members bring contrasting perspectives to solving complex problems.
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
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: Students must attempt ALL assessments and must achieve at least 50% of the marks available on the examination
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.
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