Master of Digital Marketing (MC-DMKTG)
Masters (Coursework)Year: 2025 Delivered: On Campus (Parkville)
About this course
Principal Coordinator
Erik Mooi
Contact
Currently enrolled students:
- General information: https://ask.unimelb.edu.au
- Contact Stop 1
Future Students:
- Further information: mbs.unimelb.edu.au
- Submit an Enquiry
This course is available in My Course Planner
Overview
| Award title | Master of Digital Marketing |
|---|---|
| Year & campus | 2025 — 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.
Links to further information
This course is available in My Course Planner
My Course Planner is an interactive web application that allows you to explore your study options and decide which subjects and major(s), minors and/or specialisations are right for you.
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
Meeting these requirements does not guarantee selection.
2. In ranking applications, the Selection Committee will consider:
- prior academic performance.
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 7 is required (with no individual band less than 6.5).
Notes:
Applicants without a prior degree majoring in Marketing will be excluded from entry to this degree. Subject to meeting entry requirements, applicants are encouraged to apply for the Master of Management (Marketing).
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 (On Campus - 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 | March (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 (Early-Start) (Off Campus)
Semester 2 (Early-Start) (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 2025 | 12.5 |
| MKTG90048 | B2B Marketing | Semester 2 (On Campus - Parkville) |
12.5 |
| MKTG90049 | Marketing, Society and Sustainability | Semester 1 (On Campus - Parkville) |
12.5 |
| BUSA90529 | Building Entrepreneurial Ventures | Not available in 2025 | 12.5 |
| IBUS90004 | Cross Cultural Management and Teamwork |
Summer Term (On Campus - Parkville)
June (On Campus - Parkville)
November (On Campus - Parkville)
|
12.5 |
| MGMT90037 | Conflict and Negotiation |
Summer Term (On Campus - Parkville)
Winter Term (On Campus - Parkville)
November (On Campus - Parkville)
|
12.5 |
| MKTG90025 | Marketing for Entrepreneurs | Semester 1 (On Campus - Parkville) |
12.5 |
Last updated: 13 March 2025