COURSE CURRICULUM

Full-time students in the DC516 program complete six core modules covering key areas of digital marketing alongside an applied research project or dissertation within 12 months, providing a strong balance of theory, practice, and professional development. The curriculum begins with Digital Marketing Mechanics and Authorship, where students gain technical skills to create and communicate brand messaging using both established and emerging digital technologies. This is complemented by Digital Marketing and eBusiness Management, which focuses on planning, delivering, and managing tactical digital marketing and e-commerce campaigns, while Digital Advertising and Communications develops students’ creative capabilities and operational understanding of digital advertising. Strategic Thinking and Data Analytics equips learners with data visualisation and statistical techniques to interpret big data, enabling informed, evidence-based decision-making. Building on this analytical foundation, Marketing Strategies and Metrics introduces strategy-driven performance measurement frameworks and highlights the growing importance of marketing metrics in contemporary business environments. Students also acquire practical web development skills through Applied Web Design and Development, learning how to build, optimise, and maintain websites while addressing usability, design standards, and user experience. In addition to taught modules, students complete either a dissertation or practicum, both of which involve substantial primary research. The dissertation focuses on academic investigation, while the practicum emphasizes real-world problem analysis, allowing students to apply creative, analytical, and writing skills in practical contexts. Assessment tasks are designed to reflect industry practice and include producing search engine optimisation reports for clients, designing and running digital advertising campaigns, analysing large social media datasets, completing professional certifications such as Google Analytics and advertising credentials, and developing websites using recognised content management systems. Together, these components ensure graduates leave with a comprehensive skill set, combining strategic thinking, technical proficiency, data literacy, and practical experience, preparing them to succeed in modern digital marketing roles across diverse industries.