This course explores the complex and constantly changing world of digital marketing, moving beyond theory to practical, strategic application. You will examine how technology and consumer behaviour intersect, focusing on both core areas and cutting-edge technologies. Through hands-on class activities, scenario-based assessments, and a real-world consulting project, you will combine theoretical frameworks with quantitative skills. This will equip you with the analytical and problem-solving abilities needed to design innovative, practical, and ethically responsible strategies for digital challenges in contemporary marketing.

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers' professional competencies:

5. Digital

6. Data analytics

You will also work towards developing the following AMI professional competencies:

8. Integrated marketing communications