MKM3600 Digital incubator
Faculty of Business and Economics
MKM3600 Digital incubator is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 2 at Malaysia. It needs MKM3400.
- Credit points
- 6
- Offered in 2027
- Semester 2
- Malaysia
- Assessment
- No exam
- 2 tasks
- Workload
- 144 hours
- per semester
Reviews
No reviews yetNo reviews yet. Be the first to review MKM3600.
Requisites
Before MKM3600
Prerequisites
Pass these before you enrol.
After MKM3600
No unit lists MKM3600 as a prerequisite in the 2027 handbook.
Overview
Modern marketing requires an understanding of strategy, ever-evolving digital tools and techniques, and an entrepreneurial mindset. Taking a practical approach, this unit equips you to effectively plan, implement, evaluate, and control digital marketing strategies for the virtual marketplace. It focuses on the application of core marketing strategy-related concepts, digital research and analytics tools, and digital techniques and platforms. A major component of this unit is a “digital incubator pitch” that would be mentored and judged by experts and senior executives in the domain.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Malaysia | On campus |
Assessment
- Written65%
- Presentation35%
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
identify upon reflection a potential personal or entrepreneurial opportunity in a virtual marketplace based on digital innovation
- 2
evaluate components of digital marketing strategy at different levels of an organisation by effective collaboration in teams
- 3
prepare a viable digital marketing plan addressing contemporary digital marketing issues and trends resulting in customer acquisition, engagement, and retention
- 4
communicate ideas effectively to different audiences through both oral and written mediums.
Workload and teaching
- Tutorials24 hours
- Teaching approachIndustry-based learning
- Teaching approachResearch activities
- Teaching approachActive learning
- 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 provides you with the opportunity to engage in industry-based learning to incorporate professional and industry experience into your studies.
This unit allows you to develop your research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
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.
Learning resources
Required resources
Open Educational Resources (OER)
Simon Kingsnorth. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing, Vol. 1st edition. Kogan Page.
Kaufman, Ira, and Chris Horton. Digital Marketing: Integrating Strategy and Tactics with Values, a Guidebook for Executives, Managers, and Students, Taylor & Francis Group, 2014. ProQuest Ebook Central.
Nijssen, E. J. (2021). Entrepreneurial marketing: How to develop customer demand. Taylor & Francis Group.
Where it fits
MKM3600 is part of 1 area of study in the 2027 handbook.
Contacts
- Chief Examiners
- Dr Racheal Louis Vincent
Common questions
What are the prerequisites for MKM3600?
You need MKM3400 before you enrol.
When is MKM3600 offered?
In 2027, MKM3600 runs in Semester 2 at Malaysia.
How much work is MKM3600?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKM3600 have an exam?
No. MKM3600 has 2 assessment tasks and no exam.
Which majors and minors include MKM3600?
MKM3600 is part of Digital marketing .