Master of Digital Marketing (MC-DMKTG)

You’re currently viewing the 2023 version of this course

Overview

Award title	Master of Digital Marketing
Year & campus	2023 — Parkville
CRICOS code	103161D
Fees information	Subject EFTSL, level, discipline and census date
Study level & type	Graduate Coursework
AQF level	9
Credit points	150 credit points
Duration	18 months full-time or 36 months part-time

The Master of Digital Marketing is designed to provide a leading-edge theoretical and practical foundation in the domain of Digital Marketing. It is aimed at students with a Bachelor of Commerce, or equivalent, with extensive previous marketing studies to specifically build their business and commercial skills and knowledge in the digital arena. The course aims to equip graduates for a career in this rapidly changing area through a specialised suite of advanced subjects including Customer Experience Design, Digital Marketing Metrics, Content Marketing, and Thought Leadership in Digital Marketing, combined with application through interaction with executives and the opportunity for internships. This program is academically rigorous, practically orientated and globally relevant.

Entry requirements

1. In order to be considered for entry, applicants must have completed:

an undergraduate degree in marketing, or a business/commerce degree with a marketing major/specialisation; and
a personal statement outlining why they wish to be considered for the course.

Meeting these requirements does not guarantee selection.

2. In ranking applications, the Selection Committee will consider:

prior academic performance; and
the personal statement.

3. The Selection Committee may seek further information to clarify any aspect of an application in accordance with the Academic Board Rules on the use of selection instruments.

4. Applicants are required to satisfy the university’s English language requirements for graduate courses. For those applicants seeking to meet these requirements by one of the standard tests approved by the Academic Board, performance band 6.5 is required.

Inherent requirements (core participation requirements)

Inherent requirements are the abilities, knowledge and skills needed to complete this course that must be met by all students. For information on the inherent requirements specific to this course contact the course/program coordinator. In some circumstances reasonable adjustments may be available to enable students to meet these requirements while still preserving the academic integrity of the university's learning, assessment and accreditation processes. For more information on how to seek these adjustments refer to the Student Equity and Disability Support website: https://services.unimelb.edu.au/student-equity/home

Intended learning outcomes

On successful completion of this degree graduates will be:

Knowledgeable across a range of Digital Marketing areas, including social and content media, digital marketing metrics and digital marketing analytics
Critical thinkers aware of significant digital marketing theory and how this informs decision-making
Effective team members through participation in collaborative exercises
Identify, source, manipulate and analyse data and other information necessary for making marketing decisions in the digital domain
Skilled in communicating digital marketing concepts and ideas to both specialist and non-specialist audiences
Demonstrate knowledge and skills through interactions with practice

Generic skills

On successful completion of this degree students should have enhanced their skills in:

Oral and written communication
Problem solving
Application of theory to practice
Teamwork
Critical thinking
Evaluation of data

Graduate attributes

Demonstrate understanding across a variety of digital marketing domains including social media, channels, content, retail, metrics and analytics
Skilled in analysing and solving complex digital marketing problems
Critically evaluate the contribution of marketing theory to sound decision making in practice
Effective communicators of digital marketing concepts and ideas to both specialist and non-specialist audiences
Effective team members through participation in collaborative exercises
Be able to effectively understand, communicate, and manage a system of digital marketing indicators and metrics and provide analysis and insights to key stakeholders
Aware of the importance of applying high ethical standards in professional practice
Awareness and understanding of recent developments in digital marketing

Course structure

The Master of Digital Marketing requires the successful completion of 150 credit points.

To obtain the degree students must complete:

37.5 credit points of foundation compulsory subjects
50 credit points of compulsory subjects
12.5 credit points of compulsory capstone subject
50 credit points of optional subjects including:
- A minimum of 12.5 credit points of capstone selective subject
- A maximum of 37.5 credit points of elective subjects

Subject Options

Foundation compulsory subjects

Students must complete the following foundation compulsory subjects in their first semester or year of study:

Code	Name	Study period	Credit Points
MKTG90011	Marketing Research	Semester 1 (On Campus - Parkville) Semester 2 (On Campus - Parkville)	12.5
MKTG90041	Customer Experience Design	Semester 2 (On Campus - Parkville)	12.5
MKTG90042	Social Media and Viral Marketing	Semester 2 (On Campus - Parkville)	12.5

Compulsory subjects

Code	Name	Study period	Credit Points
MKTG90043	Digital Marketing Metrics	Summer Term (Dual-Delivery - Parkville)	12.5
MKTG90044	Digital Marketing Analytics	Semester 1 (On Campus - Parkville)	12.5
MKTG90045	Digital Retail	Semester 1 (On Campus - Parkville)	12.5
MKTG90046	Content Marketing	Semester 1 (On Campus - Parkville)	12.5

Compulsory capstone subject

Students must complete the following compulsory capstone subject as their final subject:

Code	Name	Study period	Credit Points
MKTG90047	Thought Leadership in Digital Marketing	Winter Term (On Campus - Parkville)	12.5

Capstone selective subjects

Code	Name	Study period	Credit Points
BUSA90525	Business and Economics Internship	Summer Term (Off Campus) Semester 1 (Off Campus) Semester 2 (Off Campus)	12.5
MKTG90009	Advertising and Communications Strategy	Semester 2 (On Campus - Parkville)	12.5

Elective subjects

Students must complete three elective subjects from the list, or electives approved by the Program Director.

Code	Name	Study period	Credit Points
MKTG90002	New Product Development	Semester 1 (On Campus - Parkville)	12.5
MKTG90006	Branding	Semester 1 (On Campus - Parkville)	12.5
MKTG90007	Customer Experience Management	Semester 1 (On Campus - Parkville)	12.5
MKTG90009	Advertising and Communications Strategy	Semester 2 (On Campus - Parkville)	12.5
MGMT90030	Managing Innovation	Semester 2 (On Campus - Parkville)	12.5
MKTG90033	Neuromarketing	Semester 1 (On Campus - Parkville)	12.5
MKTG90040	Sales	Not available in 2023	12.5
MKTG90048	B2B Marketing	Semester 2 (On Campus - Parkville)	12.5
MKTG90049	Marketing, Society and Sustainability	Semester 2 (On Campus - Parkville)	12.5
BUSA90529	Building Entrepreneurial Ventures	November (On Campus - Parkville)	12.5
IBUS90004	Cross Cultural Management and Teamwork	Summer Term (Dual-Delivery - Parkville) June (On Campus - Parkville) November (On Campus - Parkville)	12.5
MGMT90037	Conflict and Negotiation	Summer Term (Dual-Delivery - Parkville) Winter Term (On Campus - Parkville) November (On Campus - Parkville)	12.5

Last updated: 19 December 2023

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