COURSE CURRICULUM

The Master of Digital Marketing is structured as a 12-subject program designed to develop advanced knowledge and professional skills in digital marketing. Students complete 150 points of study, which includes three core subjects taken at the beginning of the program to establish foundational understanding. Following this, four discipline core subjects deepen specialist knowledge in areas such as analytics, content marketing, social media, and digital retail strategy. Toward the end of the program, students complete two capstone subjects, which integrate learning through practical, industry-focused experiences or advanced project work. In addition, students choose three elective subjects that can be taken throughout the degree, providing the opportunity to shape studies according to personal interests or career goals. Elective options support customisation and skill development across creative marketing, strategy, and data analytics, enabling students to specialise in their chosen area.A sample 150-point course plan for start-year entry illustrates a typical study pathway. In the first semester, students complete subjects such as Marketing Research, Digital Marketing Analytics, Digital Retail, and Content Marketing. In the second semester, subjects include Customer Experience Design and Social Media and Viral Marketing, along with electives like Advertising and Communications Strategy and Building Entrepreneurial Ventures. In the second year, students undertake Digital Marketing Metrics during the Summer term before finalising the program with capstone components including Thought Leadership in Digital Marketing and a Business and Economics Internship, supported by an elective such as Neuromarketing. This capstone experience strengthens practical industry engagement and professional readiness.The structure ensures that students develop comprehensive technical, analytical, and creative capabilities while gaining real-world exposure through internships and industry projects. With flexible subject choices and specialisation options, graduates emerge highly skilled and ready to pursue roles in digital strategy, content creation, analytics, customer experience management, and innovation across various marketing environments.