Master of Digital Marketing
- CRICOS Code: 103161D
What will I study?
The Master of Digital Marketing consists of 12 semester-length subjects comprising:
- 3 core subjects (to be completed at the start of the program)
- 4 discipline core subjects (to be completed after/alongside the core subjects)
- 2 capstone subjects (to be completed towards the end of the program or according to individual subject requisites)
- 3 elective subjects (to be taken throughout the year)
Associate Professor Stephan Ludwig
"The market is just exploding around topics in the digital marketing space, whether it’s the analytics or the content side. Digital marketing people are now the eyes and ears of their organisation. They essentially provide these valuable psychological, attitudinal and behavioural insights into what consumers are doing and how they're changing their behaviour. In this program, we integrate these elements into our teaching- and internship based subjects. There are the general strategic frameworks you need to be a good digital marketer. Then we introduce psychological and communicative aspects that go into developing customer relationships. Finally, we teach the analytical method skills and metrics to uncover these insights from digital data."
Sample course plan
View some sample course plans to help you select subjects that will meet the requirements for this degree.
Example 150 point plan
- Semester 1 50 pts
- Semester 2 50 pts
Explore this course
Explore the subjects you could choose as part of this degree.
- 12.5 pts
Business managers request, assess, purchase and use marketing research to make a wide range of informed decisions about target markets, product offerings and the performance of marketing activities. To be able to do this competently, managers need to know what benefits marketing research can provide, what research methods are appropriate for the different types of problems, and how data should be collected, analysed, interpreted and presented so that it is meaningful to other users. These are skills students will acquire through their participation in a 'real-life' client-sponsored project.
- 12.5 pts
This subject focuses on how to improve customer experiences (CX) through effective design. Students will learn how to design highly contextual, personalised and emotional experiences for customers through the use of Human Centred Design (HCD) principles, tools and techniques. Some of the tools and frameworks include: discovery research, customer personas; journey mapping; service blueprinting; hook; jobs-to-be-done; desirability, viability and feasibility (DVF) framework; double diamond framework; concept testing, prototyping and change management.
Customer experience design examines the whole lifespan of a customer’s experience with a brand through multiple physical and digital touch points, rather than focusing just on a single website or a mobile application development. Human Centred Design training is becoming a strong differentiator as the new business models demand an increased focus on customer service and creative problem solving.
- 12.5 pts
This subject will introduce to students the fundamentals of viral marketing on social media. It will discuss topics including how to create engaging and effective marketing content on social media, how content is used to attract and build communities on social media, how to foster a strong brand using social media influence, how to seed content on social media, and how to measure and track marketing campaign performance on social media. It will also cover the practicalities and techniques of crafting shareable marketing content. Topics covered include: the psychology of share motives, the elements and structure of high engagement content, hybrid brand activation campaigns, and the mechanisms underlying digital word-of-mouth.
- 12.5 pts
This subject introduces students to the large number of digital metrics available, including engagement ratios, click-through rates, conversion ratios, customer lifetime value and related concepts. Particular attention is paid to the reasons for using these metrics, what these metrics measure precisely, and how they can be used to achieve desired outcomes. Some sessions will be spent on introducing key analytics platforms, such as Google analytics and similar. As such, this course expands students' knowledge of major measurement tools, theories and state of the art thinking in the measurement of digital marketing performance.
- 12.5 pts
It has become increasingly important to know how marketing actions translate into revenue and profit growth. The tools that enable this translation are part of a toolkit called “Marketing Analytics.” Marketing analytics is a technology-enabled and model-supported approach to harness customer and market data to enhance marketing decision-making. Within the big data phenomenon, new ways of analysing data (e.g. text mining), running social media experiments and gleaning insights on customers’ digital behaviours have taken centre stage to inform business decision making. The methods that surround it, and the inferences derived from it have put marketing “on the map.” Although these methods are here to stay, as big data becomes mainstream, it is fundamentally altering the way we collect and analyse data to demonstrate ROI.
This course introduces new emerging analysis techniques and methods to deal with the analysing customer generated content (messaging, blogs, posts, reviews). This subject provides students with the basic understanding of methods and approaches to analyse digital marketing data to derive business and academic insights.
- 12.5 pts
Today’s customers shop in an omni-channel world—from digital shopping on their laptop or mobile phone, through to physical shopping in stores such as pop-ups, hypermarkets, and vending machines. Effective marketing and retail managers harness the right combinations of retail channels to meet the needs of target customers across all of the digital and physical locations of their busy lives—to deliver the right product in the right location at the right time. This subject focuses on understanding and influencing how consumers navigate these digital forms of retail, and how digital forms of retail fuse and interact with more traditional physical stores—the omni-channel customer experience. Digital retail capabilities are developed within the overarching omni-channel retail ecosystem to create value for the customer and the retailer.
- 12.5 pts
This subject will introduce students to the building blocks of content marketing. It will discuss topics including translating the organisational mission and objectives to the strategic context of content, developing a content strategy framework, targeting messages based on buyer personas, and empathy mapping. It will also cover styles of content in various genres and channel planning. Content distribution through content management systems and scheduling software as well as optimization and community management will be covered with input from industry professionals along with governance issues and ethical concerns. The subject also includes how to measure content effectiveness from reach, engagement, as well lead generation and sales conversion linking with marketing & sales force automation systems. Students complete praxis orientated assessments based on best practice guidelines.
- 12.5 pts
This subject will showcase Australia’s top digital marketers who will share their experience and network with the students. Each speaker will cover in depth their digital marketing strategies and tactics to illustrate how the key learnings from the program such as lead generation, eCommerce, online community building, google advertising, online auctions, design thinking, e-government, or cloud offerings are implemented in practice to meet customer, business and societal needs. During this process, the digital marketer will also outline the analytics used to measure and monitor performance of the strategy. In summary, this subject will consolidate student learnings as they are made aware of cutting-edge global practices and future digital marketing trends.
- 12.5 pts
This subject involves the completion of a professional work placement, integrating academic learning in business & economics areas of study. Students will gain an improved knowledge of employability skills, workplace culture, and career pathways. Students will be required to undertake pre-placement online modules designed to equip students with project management skills and techniques for creative problem solving. The placement will draw on students' specific discipline skills associated with the specialisation of their degree.
This subject is intended to provide students with the opportunity to apply their business knowledge in an industry setting under the joint supervision of an industry and an academic mentor. Students will be responsible for identifying and securing a suitable work placement. Applications should be submitted by the due dates published on the MBS website. Selection into this subject is based on suitability of the placement, and demonstrated motivation to benefit from the program, and timely submission of the application.
The subject coordinator will have final approval of all selected students. Enrolment will be capped and subject to meeting the relevant academic program requirements. There will be a minimum of 30 places available per semester, additional places offered will be subject to Academic availability.
- 12.5 pts
This subject concentrates heavily on advertising, but also addresses the issues of internet advertising, public relations, and sales promotions. The emphases will be on understanding the theoretical foundation underlying persuasive communications, promotional strategy selection, integration of communications with other marketing activities, strategy implementation, and budgeting. The subject incorporates both lecture and cases as instructional vehicles.
- 12.5 pts
The purpose of this subject is to study and practice topics on developing an entrepreneurial venture from an idea through to its first ‘minimum viable product’ in the market, and first customer.
The subject closely examines how entrepreneurial ventures are established; the building of attributes and skills of successful entrepreneurs; how product-market fit is established through business models; development of financial models in entrepreneurial ventures; how and with what outcomes meso-level interfacing between the entrepreneur and market incumbents exists; and deployment of a value-adding product in the market.
This subject presents some of the key frameworks and tools needed by entrepreneurs and is for anyone who has an interest in understanding entrepreneurship as either potential founders, those looking to intrapreneurship in large organisations, or those looking to work with entrepreneurs in one way or another. The subject uses a combination of theory building and key entrepreneurial model exploration and intensive ‘bootcamp’ approach, similar to entrepreneurial bootcamps in practice, to build knowledge and skills in the area, recognising that these are transferable and useful to many students will either start or work for non-traditional organisations.
- 12.5 pts
Research techniques and insights from the cognitive neurosciences are increasingly used in marketing research and practice. This subject examines the research tools and insights from the neurosciences relevant to marketing theory and practice. Topics include functional implications of key brain systems for consumer judgements and decision-making; examination of neuroscientific and psychological techniques used in marketing research; applications of tools and insights from cognitive, emotional and social neurosciences for strategic marketing planning, product development, packaging and advertising research, and ethical considerations associated with use of brain imaging technology for marketing research.