Digital Media Concepts and Applications

Postgraduate | 2026

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area/catalogue icon
Area/Catalogue
MARK 5012
Course ID icon
Course ID
204123
Level of study
Level of study
Postgraduate
Unit value icon
Unit value
6
Course level icon
Course level
5
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Inbound study abroad and exchange
Inbound study abroad and exchange
The fee you pay will depend on the number and type of courses you study.
No
University-wide elective icon
University-wide elective course
No
Single course enrollment
Single course enrolment
No
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Note:
Course data is interim and subject to change

Course overview

This course examines the key concepts of digital media in marketing, focusing on the areas that dominate the industry such as social media and search engine marketing. Building on the latest research in the area, the course examines the application of digital media in marketing, and tools and tactics for advancing marketing strategy in the digital environment. Emphasis is also placed on developing understandings of new and emerging digital technologies and the customer journey to inform marketing strategy and address challenges within the digital environment, such as privacy and policy, evolving online cultures, and vulnerability in the digital world.

Course learning outcomes

  • Critically evaluate the various marketing concepts used within a changing digital environment
  • Apply digital marketing tools and tactics to make strategic decisions throughout the customer journey
  • Analyse the role new and emerging digital technologies play within marketing and society
  • Generate resources that are transferrable to real-life marketing practice and industry acknowledging privacy and policy
  • Convey learnings in a professional manner throughout the course, both collaboratively and independently as well as synchronously and asynchronously

Prerequisite(s)

N/A

Corequisite(s)

N/A

Antirequisite(s)

N/A