MMK737 - Online Marketing

Year:

2020 unit information

Enrolment modes: Trimester 1: Burwood (Melbourne), Cloud (online)
Credit point(s): 1
EFTSL value: 0.125
Prerequisite: Nil
Corequisite: Nil
Incompatible with: Nil
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 3 hour seminar (livestreamed with recordings provided) per week

Scheduled learning activities - cloud (online)

1 x 3 hour seminar (livestreamed with recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week

Content

This unit offers an examination of digital marketing as the major focus of change for the marketing discipline. It puts particular emphasis on the evolving role of digital technologies and customer use of digital media.  The unit considers the implications of digital technologies for segmentation, targeting, positioning, price, place, product and promotion. Special emphasis is put on the integration of digital marketing tools and media in terms of utilising each according to its respective strengths and weaknesses in achieving attitudinal, behavioural and financial outcomes.

Unit Fee Information

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