A6032 Master of Marketing and Digital Communications
Faculty of Arts
Master of Marketing and Digital Communications (A6032) is a 72-credit-point, master's degree (coursework) course from the Faculty of Arts, taught at Monash Online. Map your units semester by semester with the MonMap planner.
- Credit points
- 72
- Campus
- Monash Online
- Online
This is the 2020 handbook entry. See the 2027 entry.
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Requisite map
Overview
The Master of Marketing and Digital Communications provides students with professional skills, specialist knowledge and key capabilities relevant to career pathways in a wide range of strategic communication and marketing related fields. This industry focused degree is designed for those seeking cutting edge theoretical knowledge and problem solving skills in marketing and develops core competencies in critical areas of advocacy and persuasion, public relations and crisis communications, audience research and data analytics which can be applied to the government, corporate, not-for-profit and community sectors. Drawing on best practices locally and globally, graduates will be equipped to build effective and ethical communication and marketing strategies across local and international cultures and be responsive to a digitally integrated world. Taught by a combination of leading academics and practitioners in the field, students can also choose to develop deep knowledge in key elective fields including digital law, privacy and regulatory issues, and search engine optimisation and data analytics.
Course structure
Part A - core masters study48 credit points
- APG5191Principles of global communicationsNo reviews yet6 cp
- APG5192Strategic communications in a digital eraNo reviews yet6 cp
- APG5193Data analytics in communicationsNo reviews yet6 cp
- MKO5916Marketing principles in digital worldNo reviews yet6 cp
- MKO5601Social media marketingNo reviews yet6 cp
- MKO5926Integrated marketing communicationsNo reviews yet6 cp
- MKO5881Digital marketingNo reviews yet6 cp
- APG5381Crisis communications and issues managementNo reviews yet6 cp
Part B - advanced expertise24 credit points
The handbook's description of this structure
The course is structured in two parts: Part A. Core master's study and Part B. Advanced expertise. All students complete Part A and B. Depending upon prior qualifications, you may receive credit for Part A, B or both.
Note that if you are eligible for credit for prior studies you may elect not to receive the credit.
Part A. Core master's study (48 points)
These studies draw on best practices within the broad realm of communications and media studies practice and research to further your understanding of communications and media systems both locally and globally. Studies focus on the challenges posed by the emergence of digital media, globalisation and increasing levels of cross-cultural exchange.
These studies are further enhanced and expanded on with theoretical and industry based perspectives to provide an understanding of how organisations can connect with and influence their consumers to achieve specific marketing and promotional objectives. These studies will provide insight into the marketing communications industry and how it interacts with society and the changes associated with new technologies and new media. The impact of technological change on marketing and consumer behaviour will also be critically analysed.
Part B. Advanced expertise (24 points)
The focus of these studies is professional or scholarly work that can contribute to a portfolio of professional development.
Course progression map
The course progression map provides guidance on unit enrolment for each semester of study.
The course comprises 72 points structured into two parts: Part A. Core master's study (48 points) and Part B. Advanced expertise (24 points).
Depending on prior qualifications you may receive entry level credit (a form of block credit) which determines your point of entry to the course:
- If you are admitted at entry level 1 you complete 72 points, comprising Part A and Part B
- If you are admitted at entry level 2 you complete 48 points, comprising units from 24 pts from Part A and Part B
Note: If you are eligible for credit for prior studies you may elect not to receive the credit and complete one of the higher credit-point options.
The course progression map provides guidance on unit enrolment for each semester of study.
Units are 6 credit points unless otherwise stated.
Part A. Core master’s study (48 points)
You must complete the following units:
- APG5191 Principles of global communications
- APG5192 Strategic communications in a digital era
- APG5193 Data analytics in communications
- MKO5916 Marketing principles in a digital world
- MKO5601 Social media marketing
- MKO5926 Integrated marketing communications
- MKO5881 Digital marketing
- APG5381 Crisis communications and issues management
Part B. Advanced expertise (24 points)
You must complete 24 points of electives from Monash Online programs.
Learning outcomes
These course outcomes are aligned with the Australian Qualifications Framework and Monash Graduate Attributes.
Upon successful completion of this course it is expected that you will be able to:
- 1
analyse and discuss the possibilities, challenges and impact of marketing and digital communication
- 2
critically interpret and evaluate secondary literature in the field of study, and the key texts and cultural products pertaining to marketing and digital communication
- 3
apply a variety of research methodologies to real world problems of marketing and digital communication, and develop effective solutions within an ethical framework;
- 4
apply advanced research skills to communicate findings in a range of formats to professional and non-professional audiences
- 5
recognise and develop skills that demonstrate intercultural and global competence to undertake work in a world of constant digital disruption
Entry requirements
English language
Monash minimum: Level 1 - Band A, that is: IELTS: 6.5 overall (no band lower than 6.0); or TOEFL Paper-based test: 550 with a TWE of 4.5; or TOEFL Internet-based test: score of 79 overall with minimum scores: Writing: 21, Listening: 12, Reading: 13 and Speaking: 18; or Equivalent approved English test
More information
Other information
The Master of Marketing and Digital Communications provides students with professional skills, specialist knowledge and key capabilities relevant to career pathways in a wide range of strategic communication and marketing related fields. This industry focused degree is designed for those seeking cutting edge theoretical knowledge and problem solving skills in marketing and develops core competencies in critical areas of advocacy and persuasion, public relations and crisis communications, audience research and data analytics which can be applied to the government, corporate, not-for-profit and community sectors. Drawing on best practices locally and globally, graduates will be equipped to build effective and ethical communication and marketing strategies across local and international cultures and be responsive to a digitally integrated world. Taught by a combination of leading academics and practitioners in the field, students can also choose to develop deep knowledge in key elective fields including digital law, privacy and regulatory issues, and search engine optimisation and data analytics.
Contacts
- Academic Coordinator
- Dr Mugdha Rai
Common questions
Where can I study Master of Marketing and Digital Communications?
At Monash Online.
How do I plan my Master of Marketing and Digital Communications units?
Open the course in the MonMap planner. It lays out your semesters, checks prerequisites as you drag units in, and tracks the credit points each requirement still needs.