Master of Digital Marketing Communications La Trobe University

Today's digital economy is driving change across retail, finance, government, technology, transport, education, media, entertainment and even health.

Traditional marketing has been shoved aside. Digital marketing has more importance and bigger budgets than ever before. There is a huge demand for digital marketing and communications experts who can drive marketing automation, search marketing (SEO and SEM), email and mobile marketing, online advertising, social media, big data and user experience design.

The Master of Digital Marketing Communications will give you the interdisciplinary skills, knowledge and strategic mindset to be a leader in any digital business. You'll develop advanced knowledge on how to reach customers online, leverage digital channels, design new products, improve customer experience, visualise data, manage a crisis and communicate in a corporate environment. Gain the skills you need to excel in the dynamic world of digital marketing and communications.

You'll learn:

Digital marketing

Learn digital marketing tactics including search marketing, social media marketing, mobile marketing, and digital strategy and planning.

Marketing management

Understand the role of marketing management in a business setting. Learn to conduct effective evidence-based research and apply marketing theory and skills to practical situations.

Customer experience design

Design services and product pathways that engage and interact with audiences online. Identify customer journeys and personalise experiences.

Strategic communications research

Learn how user research shapes strategic communications. Develop targeted, integrated campaigns and measure success and outcomes using online evaluation tools.

The qualification awarded on graduation is recognised in the Australian Qualifications Framework (AQF) as Level 9.

Career outcomes

Marketing professionals can pursue careers that are either broad or specialised. With the emergence of new technologies, careers are wide-ranging and interdisciplinary. Possible options include:

Communications and media manager

• Align an organisation's messaging with key business strategies.
• Identify the most appropriate methods for communicating an organisation's brand and values to the public.

Digital brand manager

• Oversee the growth of a brand within an organisation.
• Ensure the consistency of advertising and marketing activities.

Digital marketing manager

• Supervise marketing teams in the planning and execution of digital marketing campaigns.
• Analyse metrics and identify consumer trends impacting buyer behaviours.

Public relations manager

• Maintain and improve the public's view of an organisation.
• Formulate and execute campaigns to boost an organisation's reputation and brand.

Professional recognition

The Master of Digital Marketing Communications is accredited by the Australian Marketing Institute (AMI). Membership may require an application to the professional body and may have additional or ongoing requirements beyond the completion of the degree. Please contact the relevant professional body for details.