MMK101 - Marketing Fundamentals

Unit details


2021 unit information

Important Update:

Our aim is to provide you with an optimal learning experience, regardless of how this unit is delivered.

For Semester 1/Trimester 1 2021, teaching will be delivered in line with the most current COVIDSafe health guidelines.  This may include a mix of online and on-campus activities.  Please check your unit sites for announcements and updates one week prior to the start of Semester/Trimester.

Thank you for your flexibility and commitment to studying with Deakin in 2021.

Last updated: 16 November 2020

Enrolment modes:Trimester 1: Burwood (Melbourne), Warrnambool, Waterfront (Geelong), Cloud (online)
Trimester 2: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Allison Ringer
Trimester 2: Thomas Gaarenstroom
Trimester 3: Mehdi Taghian


Incompatible with: MMK277
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 (livestreamed with recordings provided) per week + 2 hour seminar weekly

Scheduled learning activities - cloud:

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



Marketing is the most dynamic area of business and the glue that holds organisations together – it connects organisations with the world, and opens up new and exciting job opportunities. Marketing is the only discipline that generates revenue for organisations by creating value for consumers, while capturing value for the organisation through building relationships with customers. MMK101 focuses on the creativity involved in the marketing process, ranging from understanding consumer needs to designing customer-driven integrated marketing strategies using the marketing mix. If you are creative, strategic and a critical thinker, then marketing is for you!

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

Evaluate marketing concepts and critique their application within real-world scenarios.

GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical Thinking
GLO8: Global Citizenship


Evaluate market information to develop segmentation, targeting and positioning strategies within culturally diverse environments.

GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical Thinking
GLO8: Global Citizenship 


Demonstrate critical judgement to evaluate marketing strategies in different environments and contexts.

GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical Thinking
GLO8: Global Citizenship


Demonstrate the ability to source, interpret and share information in a digital world.

GLO3: Digital Literacy


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: (Individual) – Digital literacy module online (COMPULSORY)   0% Week 3
Assessment 2: (Individual) – Written report including analysis (750 words) – 20% 750 words 20% Week 5
Assessment 3: (Individual) – Written report including analysis (1500 words) – 40% 1500 words 40% Week 9
Examination 2 hours 40% 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 successfully complete the Digital Literacy Module in full by the due date and time before they are able to submit Assignment 2.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MMK101 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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