A6039 Master of Marketing and Digital Communications

The course comprises 72 credit points structured into three parts: Part A. Core studies, Part B. Applied studies and Part C. Discipline elective studies.

Part A. Core studies

These studies draw on best practices within the broad realm of communications and marketing practice and research to further your understanding of communications and marketing systems both locally and globally. These studies engage with theoretical and industry based perspectives to provide an understanding of how organisations can connect and engage with their different stakeholders to achieve specific communication and marketing objectives. Studies focus on the opportunities and challenges posed by the emergence of digital media, globalisation and increasing levels of cross-cultural exchange. The impact of technological change on marketing and communication behaviour will also be critically analysed.

Part B. Applied studies

The focus of these studies is professional and project work, focused locally or globally, that can contribute to a portfolio of professional development. In this part of the program you can also undertake higher level research.

Part C. Discipline elective studies

The focus of these studies is to develop your expertise in disciplines from across the Indonesia campus. These will provide you with the knowledge and skills needed to work and communicate across different industry and disciplinary contexts.

Masters 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 credit points, comprising Part A, Part B and Part C.

• If you are admitted at entry level 2 you complete 48 credit points, comprising Part A (24 credit points), Part B (12 credit points) and Part C (12 credit points).

Note: Students eligible for credit for prior studies may elect not to receive the credit and complete one of the higher credit-point options.

Course Progression map

The course progression map provides guidance on unit enrolment for each teaching period.

The course comprises 72 points structured into three parts: Part A. Core studies (36 points), Part B. Applied studies (12 points) and Part C. Discipline elective studies (24 points).

Units are 6 points unless otherwise stated.

Part A. Core studies (36 credit points)

You must complete the following units.

Note: Entry level 2 is only required to complete 24 credit points. 

• ATI5366 Strategic communications in a digital era
• ATI5374 Data analytics in communications
• ATI5381 Crisis communications and issues management
• MKI5601 Social media marketing
• MKI5926 Integrated marketing communications
• MKI5881 Digital marketing

Part B. Applied studies (12 credit points)

You must complete the following capstone unit.

• ATI5856 Applied research project (12 points)

Part C. Discipline elective studies (24 credit points)

You must complete 24 credit points of electives units at level 5 from other Monash Indonesian programs or approved Monash Australian units listed below.

You may be eligible to study at our Monash University campus in Australia through the exchange program subject to unit availability. For information about the program and application process, please refer to the website.

Note 1. Entry level 2 is only required to complete 12 credit points. 
Note 2. You may be able to choose other Australia-based units in consultation with their Course Director.

Indonesian programs

• A6033 Master of Public Policy and Management
• C6010 Master of Cyber security
• B6061 Master of Global Business
• C6009 Master of Data Science
• F6006 Master of Urban design
• M6041 Master of Public Health

Australian units - Arts

• APG5102 Governance 
• APG5103 Policy analysis
• APG5128 Cultural tourism and events management
• APG5197 Media and public affairs management 
• APG5352 Photography
• APG5367 Campaigns, advocacy and change
• APG5373 Engaging audiences
• APG5389 Tourism industry and marketing
• APG5428 Environmental governance and citizenship 
• APG5457 Digital cultures and platforms
• APG5470 Managing multicultural teams
• APG5471 Leadership in intercultural environments
• APG5554 Resource evaluation and management 
• APG5805 Project planning and management in international development
• MON5750 Monash innovation guarantee 

Australian units - Business

• MGF5020 Business ethics in a global environment
• MGF5928 Strategic leadership
• MGF5962 Contemporary management principles and practices
• MKF5123 Entrepreneurial innovation
• MKF5260 International marketing
• MKF5630 Services Marketing
• MKF5911 Theory & Process of Buyer Behaviour
• MKF5912 Marketing Research
• MKF5955 Marketing management: Theory and practice
• MKF5981 Retailing

Research Pathway (Optional) - 24 credit points

You can complete a research pathway in your course if:
- you have achieved a minimum weighted average mark of 80% in the units of this course;
- you have the permission of the Course Director; and
- a suitable thesis supervisor is available.

All students undertaking the research pathway will complete:

• ATI5084 Designing research 
• ATI5849 Research thesis A 
• ATI5850 Research thesis B (12 points)

If you are admitted into the course at entry level 1, to undertake the research pathway you will replace 12 credit points of Part B. Applied studies and 12 credit points of Part C. Discipline elective studies.

If you are admitted into the course at entry level 2, the replacement units will be determined based on previous study in consultation with the course director.

Note 1. ATI5084 Designing research is a co-requisite for enrolment in ATI5849 Research thesis A and must be completed in the same semester.
Note 2. Undertaking the research pathway does not guarantee entry into a graduate research degree (e.g. Masters by Research, PhD).