COURSE CURRICULUM

The Master of Business Administration/Master of Marketing and Digital Strategy program at the University of Newcastle requires students to complete 160 units, including 120 units of core courses and 40 units of courses selected from the course list. The program combines advanced business management principles with specialized knowledge in marketing strategy and digital innovation, preparing students for leadership roles in modern competitive markets. Core courses develop expertise in organisational behaviour and design, strategic management, financial and management accounting, corporate governance, social responsibility, and contemporary leadership. Students also gain specialized marketing skills through courses focused on marketing strategy, consumer psychology and behaviour, digital marketing strategy, marketing analytics, emerging technologies, media and advertising strategy, brand value creation, and data-driven marketing research. These subjects provide students with the ability to understand consumer decision-making, develop effective marketing campaigns, analyse market trends, use digital tools, and create strong brand strategies. The program emphasizes the integration of analytical thinking, technology, creativity, and strategic planning to address complex marketing and business challenges. By combining management capabilities with advanced digital marketing expertise, graduates are prepared for careers in marketing leadership, digital strategy, brand management, market research, consulting, business development, and innovation-focused roles across various industries. The program equips students with the skills needed to lead marketing initiatives and adapt to rapidly evolving business environments.