MKO5881 Digital marketing
Faculty of Business and Economics
MKO5881 Digital marketing is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics. It isn't offered in 2026. It has no prerequisites.
- Credit points
- 6
- Offered in 2026
- Other periods
- Monash Online
- 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 MKO5881
No prerequisites or corequisites besides the enrolment rules below.
After MKO5881
No unit lists MKO5881 as a prerequisite in the 2026 handbook.
Enrolment rules
You must be enrolled in course A4014, A6032, B6025, B6026, B6028 or in a Monash Online course to undertake this unit.
If you are enrolled in course B6029 you cannot undertake this unit.
Overview
Traditional business disciplines are starting to appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing the most visible agent of change has been www and more recently AI which has already revolutionised a number of sectors of the world economy. This subject takes marketing and traditional views of marketing and exposes them to critical analysis in the light of the digital and technological changes. It explores how marketers can utilise different digital ways of understanding, creating, communicating and delivering customer value in the marketplace.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| Teaching period 3 | Monash Online | Mo |
Assessment
- Written25%
- Written25%
- Project50%
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 and critically evaluate how traditional marketing structures, concepts, techniques, and practices translate and adapt within digital marketing environments
- 2
identify and critically evaluate how digital marketing contributes to value creation for all stakeholders and helps to achieve organisational goals
- 3
apply advanced communication, research, and analytical skills to evaluate the strategic, tactical, and ethical implications of digital marketing decisions
- 4
integrate and apply relevant theories, literature, and best practices to develop evidence-based solutions for practical cases in digital marketing.
Workload and teaching
- 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 actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Contacts
- Chief Examiners
- Professor Stephan Ludwig
Common questions
What are the prerequisites for MKO5881?
MKO5881 has no prerequisites, but enrolment rules apply.
When is MKO5881 offered?
MKO5881 has no offerings listed in the 2026 handbook.
How much work is MKO5881?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKO5881 have an exam?
No. MKO5881 has 3 assessment tasks and no exam.