MKF5171 B2B marketing in the digital era
Faculty of Business and Economics
MKF5171 B2B marketing in the digital era is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 2 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2027
- Semester 2
- Caulfield
- Assessment
- No exam
- 4 tasks
- Workload
- 144 hours
- per semester
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Requisites
Before MKF5171
Prohibitions
You can't enrol if you have passed any of these.
After MKF5171
No unit lists MKF5171 as a prerequisite in the 2027 handbook.
Enrolment rules
You must have passed MKF5955 or equivalent, or be enrolled in course B6042, or be granted permission by the Chief Examiner to undertake this unit.
Overview
B2B marketing plays a critical role in creating, communicating, and delivering value across organisations in increasingly complex, technology-enabled markets. As digital transformation reshapes how firms interact, compete, and build relationships, B2B marketing practices are evolving in response to new business models, data ecosystems, and customer expectations.
This unit is designed to equip you with practical insights and analytical capabilities through real-world case studies and applied learning activities. You will explore core B2B marketing concepts alongside contemporary developments in digital platforms, buyer journey transformation, marketing technologies, and performance measurement.
By the completion of the unit, you will be able to critically evaluate B2B marketing practices and assess how firms adapt to the challenges and opportunities of the digital environment across diverse industries.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Caulfield | On campus |
Assessment
- Presentation25%
- Exercise20%
- Artefact30%
- Written25%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
analyse how digital transformation has reshaped B2B markets and organisational marketing functions;
- 2
evaluate emerging digital business models, platforms, and technologies in the context of B2B value creation and performance;
- 3
apply B2B marketing technologies and strategies to address B2B customer acquisition, engagement, and retention challenges;
- 4
develop integrated B2B marketing plans that reflect contemporary digital practices, performance metrics, and ethical considerations.
Workload and teaching
- Workshops36 hours
- Teaching approachActive learning
- Teaching approachCase-based teaching
- Teaching approachProblem-based learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
Where it fits
MKF5171 is part of 1 area of study in the 2027 handbook.
Contacts
- Chief Examiners
- Elham Ghazimatin
Common questions
What are the prerequisites for MKF5171?
MKF5171 has no prerequisites, but enrolment rules apply.
When is MKF5171 offered?
In 2027, MKF5171 runs in Semester 2 at Caulfield.
How much work is MKF5171?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF5171 have an exam?
No. MKF5171 has 4 assessment tasks and no exam.
Which majors and minors include MKF5171?
MKF5171 is part of Marketing.
More details
- Credit points
- 6
- Level
- 5
- Study level
- Postgraduate
- Faculty
- Faculty of Business and Economics
- Organisational unit
- Department of Marketing
- Type
- Coursework
- EFTSL
- 0.125
- Student contribution
- SCA Band 4
- Study abroad
- Available
- Handbook years
- 2027