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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 master's study48 credit points

You must complete the following units

Part B. Advanced expertise24 credit points

You must complete 24 credit points of Monash Online units not already completed

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.

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.

Master's entry 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 24 points 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 comprises 72 points structured into two parts: Part A. Core master's study (48 points) and Part B. Advanced expertise (24 points).

Units are 6 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
APG5194 Effective crisis communications
MKO5916 Marketing principles in a digital world
MKO5601 Social media marketing
MKO5926 Integrated marketing communications
MKO5881 Digital marketing

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 A, that is: IELTS (Academic): 6.5 overall (no band lower than 6.0); or Pearson Test of English (Academic): score of 58 overall with no band lower than 50; 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.

Course details

Qualification: Master's Degree (Coursework)
AQF level: Level 9
Credit points: 72
Part time: 2 Years
Maximum time: 5 years

Faculty: Faculty of Arts
Abbreviation: MMktgDigComms
Award title: Master of Marketing and Digital Communications
Handbook years: 202020212022 2023 2024 2025 2026 2027