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MMK365 - Marketing Insights

Year:

2021 unit information

Important Update:

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

Enrolment modes:

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

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

MIS171 plus

one of MMK277 or MMK101 plus

one of MMK266, MMK295 or MMK393

Corequisite:Nil
Incompatible with:

MMK265

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

Content

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.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Analyse and interpret data to produce marketing insights to support business decisions. 

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

ULO2

Construct and execute a comprehensive digital information gathering program

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

ULO3

Critically evaluate and analyse outcomes, opportunities and challenges, to make decisions for future marketing efforts. 

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

ULO4

Build and work in teams on assessments to gain awareness 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

Trimester 2:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 

Assessment 1: (Group of 4 students and Individual)

Part A: Report (Business)

Part B: Report (Business)

Part C: (Individual) Team Work Reflection

Part A: 800 words

Part B: 800 words

Part C: 300 words

Part A: 10% 

Part B: 10% 

Part C: 5% 

Week 5

Assessment 2: (Group of 4 students and Individual)

Part A: Report (Business)

Part B: Report (Business)

Part C: (Individual) Team Work Reflection

Part A: 800 words

Part B: 800 words

Part C: 300 words

Part A: 10% 

Part B: 10% 

Part C: 5% 

Week 9
Examination (closed book) 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 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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