MMK710 - Fundamentals of MarTech


2024 unit information

Enrolment modes: Trimester 1: Burwood (Melbourne), Online
Credit point(s): 1
EFTSL value: 0.125
Cohort rule: Nil


Corequisite: Nil
Incompatible with: Nil
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 educator guided online learning activities within the unit site.

Scheduled learning activities - campus

1 x 1 hour recorded lecture and 1 x 2 hour on-campus (livestreamed) seminar (recordings provided) each week. 


Scheduled learning activities - online

1 x 1 hour recorded lecture and 1 x 2 hour online seminar (recordings provided) each week.   


The rapid transformation of the way marketers interact with consumers and intermediaries, demands a new breed of marketers. This breed of marketers is required to draw together multiple sources of evidence, technology, and marketing interactions into a cohesive and well-integrated marketing strategy. This is the world of MarTech – the future of the way marketers will work. There are three essential, interrelated skills needed to be effective in the world of MarTech. The first is a deep customer-centric understanding of market behaviourparticularly linked to the various touchpoints that customers have with any marketing organisation. The second is the ability to synthesise processes, people, stakeholders, analytics, and technologies within a MarTech stack that enables efficient and effective decision-making. The third is about actionability, or the capability of combining the first two skills into improved decision-making.  It is crucial that marketers of the future be comfortable working with and across a vast set of marketing technology platforms. This unit provides an overview of the future of MarTech, and presents a variety of topics relevant for identifyingdesigning, implementing, and leveraging appropriate marketing technologies for marketing decisions. In this unit students will learn about various marketing data requirements and will be able to identify and apply optimal MarTech solutions to a broad range of marketing activities, such as customer experience and relationship management and customer engagement.    

Unit Fee Information

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