If you’re a marketing professional or seeking a career in digital marketing, Charles Sturt University’s (CSU’s) Master of Applied Digital Marketing will give you the specialised skills and knowledge to achieve your career goals in the progressive digital space. Our course has a strong applied focus and you’ll undertake in-depth study of analytics and all the major digital marketing channels including email, social media and search.
| Duration 2 years part-time |
Intakes Six sessions a year |
| Study mode Online |
Units of Study 12 subjects |
What is this course about?
The aim of Master of Applied Digital Marketing is to provide marketing professionals with the theoretical as well as applied knowledge who aspire to update their skills in digital marketing. The course prepares students for the job roles such as Digital Marketing Consultant, Digital Marketing Practitioner, Marketing Manager and Digital Marketing Analyst. The course also provides a pathway to doctoral level study within the marketing discipline area.
Upon completion of the course graduates will be able to:
- demonstrate and apply knowledge of current trends in applied digital marketing;
- critically analyse, evaluate and apply digital management theories and practices in the context of professional practice;
- effectively communicate management concepts and solutions in a variety of professional settings;
- analyse complex client business requirements and devise appropriate solutions;
- prepare for a range of international industry certifications in a specific area of applied digital marketing;
- employ research skills that apply to the applied digital marketing discipline in a professional context; and
- demonstrate application of knowledge and skills through a capstone experience.
Bridge the gap between the classroom and the workplace. A professional internship will provide you with hands-on experience you need to stand out when you graduate.
- Apply your skills learned during your studies
- Gain hands-on experience in the industry
- Network and create long lasting professional relationships in the industry
Note: the Professional Internship subject is currently only available for students studying the Graduate Certificate in Computing (Career Transition) and Applied Digital Marketing. If you would like to host an intern at your organisation, please follow this link.
What’s involved:
- 220 to 240 hours professional work experience (typically worked as 2.5 days per week, over 12 weeks)
- Work on a project or activity in a private or public sector organisation under the guidance of an industry mentor
- Interns are unpaid, earn credit towards their degrees and participate in online learning activities as part of the unit
- At conclusion of the internship, each student will be required to prepare a report and give a presentation at a workshop attended by fellow students and academic supervisors
What you get:
- A dedicated internship consultant to guide you through the experience
- Work with you to find an internship opportunity and host company to match your goals
- An individual internship training plan
- Workers insurance coverage for the duration of the internship
- References and job opportunities – a large number of interns are offered employment after the internship
- Assistance with resume writing, interview preparation and professional development
- LinkedIn and professional social media profile development
Upon successful completion of this subject, students should:
- Be able to evaluate and reflect on personal approaches to work and how these can be developed in the future
- Be able to critically evaluate and apply conceptual and theoretical knowledge to a specific workplace environment
- Be able to appraise personal development across a range of work preparation skills
- Be able to appraise personal development across a range of professional practice skills
- Be able to develop proficiency in working independently and effectively as a team member
Interested? Complete the internship expression of interest form below.
Master of Applied Digital Marketing
The Master of Applied Digital Marketing consists of eight (8) core subjects and four (4) restricted electives.
Abstract
Digital marketing is now ubiquitous. This subject develops the abilities required to plan and implement digital marketing strategies in a social media world and to integrate these with the organisations' broader marketing strategies. Students will examine how communication practices influence company motivations for creating a digital marketing strategy. Students will assess how the Internet is used as a sales and promotion medium for business to business (B2B), business to consumer (B2C) and consumer to consumer (C2C). They will also examine how social media has evolved as a standalone marketing tool, online consumer behaviour and legal, ethical, measurement and evaluation issues that need to be addressed within digital and social media marketing programs.
MKT525 Digital and Social Media Marketing will cover the following topics:
- Key concepts in digital marketing
- Digital Eco-systems: Macro and micro environments
- Consumer journey and buyers' persona
- Digital strategy and planning
- Digital Presence: Building and managing digital spaces
- Search engine optimisation and mobile marketing tactics
- Social media and content marketing
- Paid marketing and creativity
- C2C digital spaces
- Measurement and ROI
- Understanding the law and ethics
- Future trends
Assumed Knowledge
MKT501 Marketing for Managers
Subject Availability
Session 1 (Feb)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
Marketing is used by managers to identify and develop markets and align the organisation's resources to achieve its business goals. The key focus of marketing activity is to research and develop an understanding of the needs and wants of consumers and the evolving nature of markets in a complex, diverse and rapidly changing globalised world. This subject will introduce managers to foundational ideas and theories that explain why marketing is an essential activity in any organisation. Students will also investigate and critically discuss how marketing practice operates within a dynamic contemporary marketplace.
MKT501 Marketing for Managers will cover the following topics:
- Introduction to contemporary marketing practice;
- The marketing environment: Market based trends and issues
- Market research;
- Markets; customers and consumers;
- Segmentation, targeting and positioning;
- Digital marketing; and
- The contemporary marketing mix including brand management
Enrolment Restrictions
Incompatible with MBA503, MKT531, and MKT571
Subject Availability
Session 1 (Feb), Session 3 (Nov)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
Marketers need to be adaptive and be able to apply their skills and knowledge in a range of contexts. In this subject, students will take a deep dive into several important marketing contexts. In each context, students will be asked to critically examine the marketplace, recognise opportunities, and select and apply appropriate marketing theories, justifying their choices. Students will also be asked to address specific issues, and create and communicate, appropriate, imaginative and engaging market-based solutions.
MKT587 A Deeper Dive into Marketing Practice will cover the following topics:
- Modules for theoretical frameworks
- Modules for contexts- applying with specific scenarios of markets, industries and consumer groups
Assumed Knowledge
MKT501 Marketing for Managers, MKT510 How and Why: Consumers and their Behaviour
Subject Availability
Session 3 (Nov)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
The emergence of big data accelerated by the internet, e-commerce and social media provides opportunities for better business/organisational management and a better society through evidence-based decision-making and the provision of new services and products. This subject introduces the conceptual and practical issues in developing models to aid in decision making in marketing. Students will be introduced to the discovery and analysis of social networks, social trends, and relationships amongst industry factors using spreadsheets and data visualisation software. Students will also translate these analytic models into competitive strategy models by making policy for strategic and other decision recommendations.
MKT563 Big Data and Marketing Analytics will cover the following topics:
- Basic Spreadsheet Functions Software demonstration & practice
- Spreadsheet functions, MS-Excel graphs
- Advanced Spreadsheet functions Pivot Tables & Pivot Charts
- Using Solver in Excel for Optimisation of marketing expenditure
- Data visualisation using Tableau®
- Data editing for visualisation, in Tableau®
- Dashboard in Tableau Storyboards in Tableau®
- Combining data sources, Metadata in Tableau®
- Social Media and Web traffic tools Tableau®
- Forecasting in Excel and Tableau®
- Interactive models for decision-making
Assumed Knowledge
MKT501 or STA401 or STA501
Subject Availability
Session 1 (February)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
In this subject, students will learn about the analytics that drive decision making in the digital media landscape. For all types of organisations, the ability to collect data in the digital sphere - from websites, the Internet of Things, apps and mobile usage - is having a major impact on strategy. With tools of analysis becoming more widely available, organisations look to data-driven decision making as critical to business effectiveness. From initial set-up to interpreting reports, students will learn how to analyse data to gain an understanding of the behaviour of visitors and the performance of their website and campaigns. This subject will also help students prepare for certification with the Digital Analytics Association (DAA).
MGI532 Digital Marketing Analytics will cover the following topics:
- Measurement and Tracking
- Strategy and planning for analytics
- Analytics technology
- Analytics in the firm
- Visitor activity analysis
- Web analytics for site optimisation
- Measuring marketing campaigns online
- Measuring beyond the click-through
- Conversion optimisation
Subject Availability
Session 1 (Feb)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
During the subject, students will study how to set up, optimise and evaluate social media campaigns using Facebook, Twitter, LinkedIn, Google+ and YouTube. They will also learn how to create a social media marketing strategy and plan how to implement the strategy into an organisation.
MGI533 Social Platform Marketing will cover the following topics:
- Introduction to social media marketing
- Social media strategy and planning
- Audience research methods
- Social research and data analysis
- Content outreach
- Page posts, promotion and management
- Profile customisation, promotion and management
- Marketing automation
- Advertising strategy
- Future trends
Subject Availability
Session 3 (Nov)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
During the subject students will learn how to create engaging content and how to sell efficiently, achieve quota and attain selling success. They will study the difference between traditional and digital and social selling methods and the benefits that can be gained from adopting a digital and social selling approach to their current sales activities.
MGI534 Digital Social Selling will cover the following topics:
- Introduction to Digital & Social Selling
- Digital Research
- Sales Enablement
- Creating Engaging Content
- Social Content
- Digital Sales Messaging
- Digital Sales Leadership
- Integration & Strategy
Subject Availability
Session 2 (Jul)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
During this subject students will learn the latest methods, techniques and tools for improving their organisation's search marketing and brand building efforts. They will analyse how different campaigns work and create a search marketing plan that incorporates a Search Engine Optimisation (SEO) strategy and a Pay Per Clicks (PPC) campaign.
MGI535 Search Marketing will cover the following topics:
- Introduction to Search Marketing
- Search Engine Optimisation (SEO) Technical Setup
- SEO Content
- Display Networks
- Paid search such as Pay Per Click, Pay Per Acquisition and Pay Per Impression
- Setting up your website for analytics
- Analytics - is your search marketing working?
- Strategy & Planning
Subject Availability
Session 2 (Jul)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
This subject introduces students to big data analytics as a tool for addressing and applying new analytical methods and algorithms to process large volumes of data in the context of information technology. Students will be introduced to the key practical concepts behind big data analytics. Students will also learn how to successfully extract value from massive volumes of structured and unstructured data to contribute towards informed decision making processes. Students will be provided an overview of the methods and techniques that help automate data analysis such as data mining, machine learning and artificial intelligence. Students will also be introduced to well-known software analytic tools used in this area.
ITC575 Foundations of Big Data Analytics will cover the following topics:
- Introduction to big data
- Need for big data analytics
- Requirements of big data analytics
- Role of big data analytics in Internet of Things (IoT)
- Introduction to data analytic tools
- Big data life cycle
- Understanding the types of data
- Methods of big data analysis
- Applications of big data analytics
Assumed Knowledge
Basic understanding of database structures is required to complete this subject successfully. Students without database knowledge are encouraged to enrol in ITC556 Database Systems prior to attempting this subject.
Subject Availability
Session 1 (Feb), Session 2 (Jul)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
This subject examines the main styles of negotiation used in business environments. The subject looks at these various styles, their flaws, benefits, and the most appropriate situation in which to apply each style to enhance effective negotiation. Students will also reflect on critiques of each style and will participate in role-plays involving various styles. These skills will benefit many employment sets, including, but not limited to, lawyers, human resources, sales, and management.
LAW519 Negotiation Skills will cover the following topics:
- Identify parties and stakeholders;
- Conflict management;
- Power in negotiation;
- Adapting your negotiation style for specific negotiation situations;
- Common issues/problems encountered when entering negotiations;
- Techniques when dealing with tough bargainers;
- How and when to cease negotiation;
- Positional bargaining;
- Cultural and other negotiation styles;
- Harvard Negotiation style.
Subject Availability
Session 1 (February)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
Today's organisations operate in a global, digital economy where the pace of change and disruptive events can significantly impact business success. This subject introduces the key practical and theoretical issues of strategic planning processes in contemporary environments. This subject helps students to gain and apply knowledge to understand how organisations plan, formulate, implement, and manage business strategy in order to fulfil key stakeholders expectations and achieve sustainable business success. The subject addresses planned versus emergent strategy, revolutionary versus evolutionary change, and organisational perpetuation versus transformation. Students develop key leadership skills in analysis, choice, design and implementation of business strategy in complex environments.
MGT510 Strategy and Planning will cover the following topics:
- Strategy and business performance
- Strategic planning
- The principles of strategic planning
- Strategic planning methods and tools
- Leadership and strategic planning and implementation
Assessment
- Online Test (10%)
- Strategy Analysis Report (40%)
- Strategy Choice and Implementation Report (50%)
Subject Availability
Session 1 (Feb), Session 2 (Jul), Session 3 (Nov)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
Sustainability is moving from the margins to the centre of business thinking and practice. In this subject we investigate what businesses are doing to adopt a more sustainable approach and evaluate how businesses utilise sustainability as a source of competitive advantage. Looking at a number of Australian and international case studies, the subject will attempt to analyse how individual businesses are attempting to align their activities to address global sustainability challenges such as climate change, resource scarcity and ethical conduct. After an initial introduction to sustainability and sustainable development, the subject presents a number of theories, models and strategic options for sustainable business. Subsequently this concept of corporate sustainability is analysed from the perspective of a variety of stakeholders - customers, suppliers, investors, employees, the natural environment, the broader community and civil society.
MGT583 Managing for Sustainability will cover the following topics:
- Core concepts of sustainability and sustainable development
- A review of the nature of the firm
- Business from the perspective of Stakeholder Theory
- Business ethics and corporate social responsibility
- The many dimensions of sustainable business models
- Sustainability as a source of competitive advantage
- Sustainability and the 'triple bottom line' of economic, social and environmental accounting
- A framework for sustainability - marketplace, workplace, environment and community
- Sustainable finance and the ethical investor
Assumed Knowledge
MGT501 Contemporary Management, MBA501 Management, People and Organisations or MGT571 Contemporary Management Practice
Subject Availability
Session 2 (July)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
To make strategic marketing decisions, organisations need to understand the individual, social, organisational and cultural factors that influence customer behaviour. This subject examines the buyer decision process in both consumer and business markets. The topics draw on concepts derived primarily from psychology and sociology topics, where decision making is considered from a number of angles including perception, learning, motivation, attitudes, culture, values, lifestyles and situational influences. These various theoretical concepts are applied and integrated with regard to market segmentation, positioning and implementation of marketing strategies.
MKT510 How and Why: Consumers and their Behaviour will cover the following topics:
- Introduction to consumer behaviour
- Application of consumer behaviour theories to marketing strategy
- Consumer research
- Characteristics of the individual that influence behaviour
- Characteristics of society that influence behaviour
- Consumer behaviour across consumer types
- Consumer decision making
Assumed Knowledge
MKT501 Marketing for Managers
Subject Availability
Session 2 (Jul)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
In this subject, students will identify and examine the key societal and market-based issues facing marketers. Students will analyse the influence and impact of a range of transformative and disruptive factors on markets. Then students will assess the need for marketers to engage in practices that are agile, consistent, reflective, responsive and ethical. Students will explore emerging technologies and their effect on the marketplace. Finally, students will develop and exercise their judgment to build a portfolio of responsive marketing strategy solutions to contemporary issues using predictive and forecasting scenario planning techniques.
MKT586 Agile Thinking For Marketers In a Disrupted World will cover the following topics:
- Unlocking ethical, societal and market issues
- Review of transformational and revolutionary factors shaping the market
- Working within marketing teams (internal teams and external agencies)
- Understanding assumptions and the impact of bias on decision-making and planning
- The process of forecasting and scenario planning for decision-making
Assumed Knowledge
MKT501 Marketing for Managers and MKT510 How and Why: Consumers and their Behaviour
Subject Availability
Session 2 (July)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
This is an industry subject based on the Project Management Institute (PMI®) methodology (as defined by the PMBoK®- Project Management Body of Knowledge) to prepare students for subsequent Project Management Professional (PMP®) or similar certification. In this subject, students will look at how to initiate, plan, control and complete projects effectively and ensure that projects are performed to meet objectives within specific cost and time constraints, according to the PMI®.
MGI511 Project Management Fundamentals will cover the following topics:
- Introduction to Project Management Principles
- Project Integration Management
- Project Scope Management
- Project Schedule Management
- Project Cost Management
- Project Quality Management
- Project Resource Management
- Project Communications & Stakeholder Management
- Project Risk Management
- Project Procurement Management
Subject Availability
Session 1 (Feb), Term 2 (May), Session 2 (Jul), Term 3 (Aug), Session 3 (Nov)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
This subject discusses how to communicate effectively, and efficiently in professional environments. Students who undertake this subject will gain a wide range of practical communication skills supported by the latest intellectual and psychological behavioural theory. This subject explores the details of how and why humans communicate in certain ways and will equip students to communicate at all levels of professional business for effective outcomes. Students are encouraged to challenge their own communication habits and to undergo a journey of personal change through this subject.
MGI521 Professional Communications will cover the following topics:
- Communication Psychology of Knowledge Exchange
- Business Language & Document Writing
- Digital Communications & The Media Experience
- Creating Business Proposals & Reports
- Digital Presentations & Tools
- Selling & Obtaining Buy-In
- Facilitating Workshops & Meetings
- Managing Business Conflict & Negotiation
- Differences Between Leadership, Management & Mentors
- Personal Presentations & Public Speaking
Subject Availability
Session 1 (Feb), Session 2 (Jul), Session 3 (Nov)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Abstract
In this subject students will learn how to research business problems and priorities using current solution-based investigation and sales principles. Students will learn how to define clear objectives and strategies for managing and leveraging a business relationship and generating stakeholder buy-in and alignment for preferred solutions. This subject will offer students a detailed knowledge of the most effective and current solution-based sales techniques and methods, and how to apply them to influence stakeholder decisions.
MGI522 Developing Solutions will cover the following topics:
- Concepts & Buyer Needs
- SPIN - Situation & Problem Questions
- SPIN - Implication & Need/Payoff Questions
- Solution Selling
- Leveraging Relationships
- Existing Customers
- Capability & Solution Design
- Closing
- Objections & Competition
- The Challenger Sale Method
Subject Availability
Session 3 (Nov)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.
Enrolment notes:
- Students wishing to start in a Term intake will need to enrol in elective subject MGI511: Project Management Fundamentals as our Term intakes have a more condensed selection of subjects to enable students to start sooner.
Note: Assessment items are subject to change. Your official subject assessments should be confirmed in your online Subject Outline upon enrolment in that subject.
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How you will be assessed
Assessments in your subjects will take a variety of forms, all designed to test and enhance your learning. You might be called upon to sit an exam, write a marketing plan, design an application, produce a video presentation, sit a quiz or any number of tasks.
There are two pathways to entry into the Master of Applied Digital Marketing.
- An undergraduate degree from a recognised Australian tertiary institution (or equivalent).
- Professional attainment and/or work experience.
Applicants without a tertiary qualification may be admitted first to the Graduate Certificate in Applied Digital Marketing. Upon successful completion of the four subjects in the Graduate Certificate, students will then be admitted with full credit into the Master of Applied Digital Marketing to complete their remaining units of study.
Information on applying can be found on the How to Apply help page.
Graduate Certificate
The Master of Applied Digital Marketing is an articulated course that incorporates the Graduate Certificate in Applied Digital Marketing. The certificate can be stand alone or, upon successful completion, students may proceed (with full credit) into the Master of Applied Digital Marketing.
| Domestic Students $3600 AUD per subject |
International Students $3820 AUD per subject |
More information on Fees can be found on the Fees page.
If you want to reduce your cost per course you may be eligible for credit.
This course is one of a unique series of online Masters degrees that CSU has partnered with IT Masters to develop. You may be eligible for up to six subjects credit for prior study if you’ve completed a recognised postgraduate qualification or relevant industry certifications.
Prospective students can obtain an estimate of credit entitlements from Industry Examinations by filling out the Credit Eligibility Form. Note that the only industry cert we currently recognise for credit into the Master of Applied Digital Marketing is the Certified Web Analyst course through the Digital Analytics Association, but we will assess other marketing industry certifications on a case-by-case basis. Applicants will also be eligible for one unspecified industry credit for successfully completing the following three IT Masters short courses:
Find out more with a personalised assessment of your eligibility, or apply now!
