MKM2400 Search and discovery marketing
Faculty of Business and Economics
MKM2400 Search and discovery marketing is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 1 at Malaysia. It has no prerequisites.
- Credit points
- 6
- Offered in 2027
- Semester 1
- Malaysia
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
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Overview
This unit explores the theoretical and practical foundations of how consumers locate information, products, and brands across today’s dynamic digital ecosystems. You will investigate the mechanics of traditional search engines through SEO and SEM while also evaluating emerging modes of discovery shaped by social media, AI-driven curation, and generative search experiences. The unit emphasises evaluating digital visibility strategies, understanding search across platforms and applying these concepts to contemporary marketing challenges.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
Assessment
- Artefact30%
- Written30%
- Project40%
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 SEM theories and concepts in the context of digital marketing strategies
- 2
evaluate search engine functionality and user interaction using digital and analytics tools
- 3
create an SEM Roadmap for better customer acquisition in digital businesses
Workload and teaching
- Tutorials24 hours
- Teaching approachEnquiry-based learning
- Teaching approachProblem-based learning
- Teaching approachActive 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 enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.
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.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Where it fits
MKM2400 is part of 1 area of study in the 2027 handbook.
Contacts
- Chief Examiners
- Dr Ankita Misra
Common questions
What are the prerequisites for MKM2400?
MKM2400 has no prerequisites.
When is MKM2400 offered?
In 2027, MKM2400 runs in Semester 1 at Malaysia.
How much work is MKM2400?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKM2400 have an exam?
No. MKM2400 has 3 assessment tasks and no exam.
Which majors and minors include MKM2400?
MKM2400 is part of Digital marketing .