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MMK900 - Advanced Marketing Theory

Year:2023 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Andrea Vocino
Cohort rule:Nil


Incompatible with: Nil
Typical study commitment:

Students will on average spend 150 hours over the trimester undertaking the teaching, learning and assessment activities for this unit. This will include three (3) face-to-face contact hours per week (1 x 3-seminar). Students are expected to complete ten hours per week of independent individual or collaborative study as part of the unit. 

Scheduled learning activities - campus:

1 x 3 hour seminar per week. 

Scheduled learning activities - online:

1 x 3 hour seminar per week. 


This unit is designed to provide a broad exposure to the major topics in the marketing literature, including coverage of recent research in the field. It will provide you with a working knowledge of the important substantive topics and conceptual ideas that underlie contemporary marketing research. The major aims of the unit are to help students: (1) understand the major theories, perspectives and methods employed in the field, including in the key research streams; (2) become a more sophisticated consumer of marketing research via its critical evaluation; and (3) identify theoretical gaps in the extant marketing literature and opportunities for future research. 

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1 Critically analyse and critique major themes in the marketing literature across strategic, quantitative, and consumer behaviour streams of research. GLO1: Discipline-specific knowledge and capabilities
ULO2 Communicate effectively regarding research using written and oral forms.  GLO2: Communication
ULO3 Critically evaluate research in the field of marketing in the light of existing theories and practices. GLO4: Critical thinking
ULO4 Identify theoretical gaps in the extant marketing literature and provide research-related solutions for addressing these gaps. GLO5: Problem solving


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1: (Individual) Seminar participation: One (pre-allocated) in-class oral discussion 3-hour seminar 10% One (pre-allocated) seminar
Assessment 2: (Individual) Eight Reports (Research) 8 x 400-word thought reports 3200 words total 30% Weekly (across 8 seminars)

Assessment 3: (individual) Peer Assessed Reports.

a) Conceptual paper (including revised version based on peer review)

b) Anonymous peer review

6000 words

1000 words

Total 7000 words



Total 60%

Week 11

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: Complete all assessment tasks. 

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below:MMK900 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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