MKO5916 Marketing principles in digital world
Faculty of Business and Economics
MKO5916 Marketing principles in digital world 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
- 5 tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before MKO5916
No prerequisites or corequisites besides the enrolment rules below.
After MKO5916
No unit lists MKO5916 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
The accelerated emergence and widespread adoption of digital technologies is having a significant impact on the way organisations communicate with their stakeholders. In particular, these technological advancements have shaped the way organisations develop market based value for existing and new consumers.
This unit takes a customer-centric approach to understanding how organisations create, maintain and disseminate value to their stakeholders. You will apply conceptual frameworks that will allow you to create, and critically evaluate the effectiveness of different marketing strategies in an ever-changing digital economy.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| Teaching period 1 | Monash Online | Mo |
| Teaching period 5 | Monash Online | Mo |
Assessment
- Quiz / Test20%
- Written80%
- Quiz / Test20%
- Written40%
- Written40%
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
examine the concepts and theories of marketing and apply them within a digital context
- 2
evaluate the role of marketing in the creation of value for stakeholders
- 3
use contemporary tools to understand consumers and their needs
- 4
appraise and select the range of strategic marketing tools to design and implement effective competitive strategies.
Workload and teaching
- Teaching approachCase-based 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 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 engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Contacts
- Chief Examiners
- Dr Nicholas Grigoriou
Common questions
What are the prerequisites for MKO5916?
MKO5916 has no prerequisites, but enrolment rules apply.
When is MKO5916 offered?
MKO5916 has no offerings listed in the 2026 handbook.
How much work is MKO5916?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKO5916 have an exam?
No. MKO5916 has 5 assessment tasks and no exam.