MKM5330 Marketing management in digital age
Faculty of Business and Economics
MKM5330 Marketing management in digital age is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2024 in Semester 1 at Malaysia. It has no prerequisites.
- Credit points
- 6
- Offered in 2024
- Semester 1
- Malaysia
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2024 handbook entry. See the 2027 entry.
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Overview
In the emerging digital era, the role of managers in identifying, reaching, and satisfying customers has become more challenging. Businesses need to have a thorough understanding and knowledge of various marketing tools that will allow them to bridge the contemporary and digital world. Apart from the different conventional marketing theories and strategies, this unit will also guide students to learn hands-on skills to develop marketing strategies that will allow businesses to achieve and maintain competitive advantage.
Offerings in 2024
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | Evening |
Assessment
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 1
apply the conceptual framework of marketing in decision making under various environmental constraints
- 2
analyse the behaviour of consumers in the digital era and their role in value creation
- 3
perform market segmentation, identify target market and develop positioning strategy
- 4
demonstrate how value is created using elements of the marketing strategies.
Workload and teaching
- Tutorials24 hours
- Teaching approachResearch activities
- 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 allows you to develop their research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies.
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.
Contacts
- Chief Examiners
- Professor Dilip Mutum
Common questions
What are the prerequisites for MKM5330?
MKM5330 has no prerequisites.
When is MKM5330 offered?
In 2024, MKM5330 runs in Semester 1 at Malaysia.
How much work is MKM5330?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKM5330 have an exam?
No. MKM5330 has 1 assessment task and no exam.