You can have both Xeon CPU and GTX970 in your budget 

Intel Xeon E3 1231 V3 - RM 949
MSI B85M-E45 - RM 289
Kingston 8GB DDR3 1600MHz Value RAM - RM 209
Zotac GTX970 4GB GDDR5 Reference - RM 1271
WD Blue 1TB HDD - RM 189
FSP Hexa+ 550W - RM 199
Thermaltake Versa H25 - RM 135

Total: RM 3241 (GPU is from Cycom, others are from Viewnet inclusive of GST)

It's a case, so if you hadn't have your own case, yes it is necessary (unless you plan to use your PC naked lying outside).

CPU cooler? Since the CPU is locked and you can't OC on it, just find whatever aftermart cooler under RM150 and have the design which suit your taste and fit in your case.

For case fans, just grab some cooler master jetflo. I personally is a cheapskate which prioritize performance and value over aesthetic, so you will see me importing generic OEM fans from taobao instead of getting normal fans out there in the market.
http://s.taobao.com/search?q=12025+pwm&img...0150620&ie=utf8

As for the GPU, do note that Gigabyte's 970 priced at about RM1.6k, but if you have the money to spend, we won't stop you. But again, at 1.6k, I will rather wait for AMD's R9 390 which should offer better performance, 5.5GB more VRAM but still cost lower/about the same.