IT Masters Applied Digital Marketing Strategy


Applied Digital Marketing Strategy (ADMS) will help you build a digital marketing plan on a lean marketing canvas that will help you unleash your next entrepreneurial idea or to give you a more strategic approach to what might be largely opportunistic digital tactics today!

We use a series of topics from subjects in the Graduate Certificate in Applied Digital Marketing and Master of Applied Digital Marketing to build your plan weekly on a supplied template.

Across 4 live (and recorded) sessions, Andrew Mashman and special expert guests will decode, demystify, strategise around customers and digital tools in ways you can apply to your start-up vision or business responsibility.

Follow our progress with #igetdigital on Twitter and Facebook.

Enrol Here

Use the form below to enrol in this short course, once submitted you will receive a signup email with login details for our learning site.

Course Schedule


In this module we’ll look at what’s involved in the digital sphere and where that collides with your marketing challenges and introduce the lean marketing canvas as a cool tool to capture your marketing parameters and opportunities. Our digital marketing template will give you a tool to build your own digital integrated marketing communications plan over the duration of this course.

Module 2 will remind you of the suite of digitals tools that are available to you and your business to communicate with customers. In the digital space, it’s easy to take on a lot but you need to be strategic about what communications you need to make and to which customers. Looking at who your customers are or will be and developing a profile that can help you develop the best digital portfolio is critical.

While this course is about digital, it’s likely your customers will have some analogue component of their customer journey so it’s also important to understand implications of this. Finally, we’ll look at the movers and shakers in the digital space and if they should be in your plan.

In Module 3 we introduce the Paid, Earned and Owned Model as a mechanism to strategise your digital communications. We’ll also look at social media, which more than half the world’s population now uses, many times per day and across multiple platforms.

Finally, this module looks at how social listening can help focus our strategy.

Module 4 is about populating your plan, integration of properties across media and timing for maximum impact.

We will also ask you – what action do you want your customers/potential customers to take, so your plan can be very specific.

Finally, the module touches on analytics and tracking as a way to know how effective our work is and if it’s delivering the results we expected, so we can proactively move forward to meet our goals!

  • Exam pass mark: 50%
  • Time limit: 1 hour
  • Attempts allowed: One
  • Format: 40 multiple choice questions

Course Information


Who will present the webinars?

Andrew Mashman is a facilitator and consultant in the Digital Marketing space with a strong focus on strategic alignment and customers’ needs as the only way to achieve great results.

Andrew is a long-term Adjunct Lecturer with Charles Sturt University and IT Masters bringing practical outcomes to academic frameworks in the areas of Strategy, Marketing, Communication and Project Management.

Andrew will deliver you an interactive and fun look at the topic with current examples and answers to your questions.


What is the aim of this short course?

The aim of this course is to bring you a look at the current digital environment and the need to communicate differently to ensure your start-up, business, organisation, NGO or NFP can be sustained and flourish.

We are using topics, concepts and models from a range of topics from subjects in the Graduate Certificate in Applied Digital Marketing and Master of Applied Digital Marketing.


What is included?

In addition to the weekly hour-long interactive webinars, you will be provided with a range of online resources to help you build your Integrated Digital Marketing Plan as well as access to our discussion forum to ask questions and interact with your peers in the course.


Is there a final exam?

Yes — the short course exam will be a timed, open-book exam that you will sit at your computer.


Do I get a completion certificate if I complete the course?

Yes — provided you receive a pass mark (50% or over) for the exam.


Will the course qualify me for university credit?

Yes — successful completion of three or more of our short courses will qualify you for one credit for an industry elective subject in our postgraduate courses. Click here for further details.


Are there any pre-requisites for the course?

No, you can sit this short course all by itself. Basic understanding of marketing would be beneficial.


Will I need to purchase any study materials to complete the course?

No — all essential materials will be supplied.


Will the webinars be recorded?

Yes — all webinars are recorded and you will be able to access them, and all other free course materials, by registering for the course.


Am I Eligible to Study
a Post Graduate Course?

Industry experience and previous studies all contribute towards your eligibility. You do not necessarily have to have an undergraduate degree to study.