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 2026 in Semester 1 at Malaysia. It has no prerequisites.
- Credit points
- 6
- Offered in 2026
- Semester 1
- Malaysia
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before MKM5330
No prerequisites or corequisites besides the enrolment rules below.
After MKM5330
No unit lists MKM5330 as a prerequisite in the 2026 handbook.
Enrolment rules
You must be enrolled in course B6033 or M6030 to undertake this unit.
Overview
This unit aims to develop a comprehensive understanding of contemporary marketing strategies, tools, and practices in the rapidly evolving digital landscape. The unit covers digital marketing fundamentals, consumer behaviour in digital environments, data-driven decision-making, social media marketing, content marketing, SEO, and emerging trends in digital marketing. By the end of this unit, you will be equipped with the necessary skills and knowledge to design and implement effective digital marketing strategies.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
Assessment
- Artefact30%
- Presentation30%
- 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
apply the marketing conceptual framework in decision making under various environmental constraints
- 2
analyse the behaviour of consumers in the digital era and their role in value creation
- 3
develop a comprehensive and integrated digital marketing plan that creates value for customers.
Workload and teaching
- Tutorials24 hours
- Teaching approachCase-based teaching
- Teaching approachResearch activities
- 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 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 allows you to develop their research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies.
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, but enrolment rules apply.
When is MKM5330 offered?
In 2026, 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 3 assessment tasks and no exam.