MMK710 - Fundamentals of MarTech
Unit details
| Year | 2026 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Jodie Dunkley Trimester 2: Andre Bonfrer |
| Cohort rule: | Nil |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 1 hour recorded lecture and 1 x 2 hour on-campus (livestreamed) seminar (recordings provided) each week. |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 1 hour recorded lecture and 1 x 2 hour online seminar (recordings provided) each week. |
| Typical study commitment: | Students will on average spend 150 hours over the trimester undertaking the teaching, learning and assessment activities for this unit. |
Content
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 behaviour, particularly 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 identifying, designing, 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.
Learning outcomes
| ULO | These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can: | Alignment to Deakin Graduate Learning Outcomes (GLOs) |
|---|---|---|
| ULO1 | Appraise the breadth and evolution of the marketing technology landscape, including emerging and future developments, and evaluate their strategic implications. | GLO1: Discipline knowledge and capabilities |
| ULO2 | Apply and reflect hands-on experience with selected marketing technologies to explore how they support the design, delivery, and evaluation of marketing activities. | GLO3: Digital literacy GLO6: Self-Management |
| ULO3 | Evaluate regulatory, ethical, and strategic considerations in adopting and evolving MarTech ecosystems, ensuring responsible, transparent, and future-ready marketing practice in an intelligent technology environment. | GLO8: Global citizenship |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year.
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Continuous Program Based Assessment | Equivalent to 2500 words | 60% | Weeks 5, 7, 9 |
| Assessment 2: (Group of 3) Case study: Written (Report) | Maximum of 3000 words | 40% | 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.
Learning resource
The texts and reading list for MMK710 can be found via the University Library.
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.
Bring Your Own Device (BYOD)
To fully engage with Deakin's learning experiences, students must be able to access and use internet-connected devices as outlined in computing requirements at Deakin.
To support student success at Deakin, we have a bring-your-own-device (BYOD) learning environment that acknowledges that students and educators bring with them the digital tools they regularly use to complete academic tasks. These tools stay with you beyond the classroom, helping you to keep learning, explore ideas more deeply, and connect with knowledge in ways that matter to you.
Students requiring a loan device should visit our Loan Laptop webpage or students requiring longer-term assistance should visit our Student Financial Assistance webpage.
Unit Fee Information
Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.
Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.