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2021 unit information
Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester.
Thank you for your flexibility and commitment to studying with Deakin in 2021.
Last updated: 4 June 2021
Trimester 1: Burwood (Melbourne)*, Waterfront (Geelong), Cloud (online)Trimester 2: Burwood (Melbourne), Waterfront (Geelong)*, Cloud (online)
MMK277 or MMK101
Nil
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 only
1 x 1 hour class (recordings provided) and 2 hour online seminar (livestreamed with recordings provided) per week
Consumers lie at the heart of the marketing exchange, so understanding how they think, feel, and respond to the world around them is essential for developing marketing strategies that work. This unit consequently explores some of the psychological, social, and cultural processes that make consumers ‘tick’ and shows how knowledge of these processes can be used to better market both new and existing products and services.
Describe and analyse how individuals act, think, and feel across diverse consumer contexts.
ULO2
Critically analyse and synthesize information from academic journals, industry publications, market research, and other material.
GLO3: Digital literacyGLO4: Critical thinking
ULO3
Devise and develop consumer marketing strategies based on analysis.
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment 2: (Individual) (Two parts)
Part A: Written communication plan
Part B: Video pitch
1500 words
2 minutes
30%
10%
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: achieve at least 50% of the marks available on the examination
The texts and reading list for the unit can be found on the University Library via the link below: MMK266 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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