"MSI Z97 PC Mate Motherboard, is this a good mobo? And by aftermarket cooler you meant this Deepcool Alta9 Cpu Cooler For Lga 1156/1155 And Socket 775?"
Well, it's okay but nothing that I'd recommend for even medium overclocking for a good z97 board you're looking at ~12k rs.
And for an aftermarket cooler, at least something like a cooler master 212 evo.
If h81, I5 4440 and gtx 970 do not fit into your budget, there is no way that an I5 4690k, a z97 board, a good aftermarket cooler and a good gpu do.
h81+I5 4440 were 3.5k and 12k, together 15.5k plus 970 for 26.5k makes 42k rs.
z97 and I5 4690k and evo is 12k + 16k + 4k = 32k, so you'd have 10k left to get a gpu. And honestly, any gpu in that range is nothing you'd want to game with. For gaming, between an I5 4440 and an I5 4690k @4.4ghz, with like a gtx 980, you will maybe see 2-5 fps difference at best. Out of 150fps. For a game with 60fps, most likely not even 1 fps difference. The gpu is simply much, much, much more important for a gaming pc. If you need to save 10k from the h81 I5 4440 and gtx 970 combo, you'll be looking at h81, I3 4330 and gtx 770 maybe. Which would reallyl dance circles around I5 4690k z97 board and no gpu at all.
With 32k budget for cpu, motherboard and gpu you have these options:
1) I5 4440, h81 board, gtx 760.
Would game okay, can change to 970 later.
2) fx 6300, 970 am3+ board, r9 270x.
Would game a little better, no upgrade path at all, inferior cpu.
3) I5 4690k, z97 board, no dedicated gpu.
Great cpu performance, but can't game really. Maybe 720p low settings. But can add a 970 gtx (at least, why would you buy it else) later.
Out of these 3 options I'd take 1). Without the 760 but wait a bit until you can spend enough for a 970.