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The total number of Master degree and Graduate Certificate enrolments since Charles Sturt University and IT Masters launched our first qualification in 2003.

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The total number of enrolments in our free short courses that we offer as a ‘taster’ of what it is like to study via Distance Education with Charles Sturt University.

Graduate Certificate of Applied Digital Marketing

If you’re a marketing professional or seeking a career in digital marketing, Charles Sturt University’s (CSU’s) Graduate Certificate of Applied Digital Marketing will give you the specialised skills and knowledge to achieve your career goals in the progressive digital space. Our course has a strong applied focus and you’ll undertake in-depth study of analytics and all the major digital marketing channels including email, social media and search.

Duration
8 months part-time
Intakes
Six sessions a year
Study mode
Online
Units of Study
4 subjects
Course Details

What is this course about?

The aim of Graduate Certificate of Applied Digital Marketing is to provide marketing professionals with the theoretical as well as applied knowledge who aspire to update their skills in digital marketing. The course prepares students for the job roles such as Digital Marketing Consultant, Digital Marketing Practitioner, Marketing Manager and Digital Marketing Analyst. The course also provides a pathway (through the Masters) to doctoral level study within the marketing discipline area.

Upon completion of the course graduates will be able to:

  • demonstrate and apply knowledge of current trends in applied digital marketing;
  • critically analyse, evaluate and apply digital management theories and practices in the context of professional practice;
  • effectively communicate management concepts and solutions in a variety of professional settings;
  • analyse complex client business requirements and devise appropriate solutions;
  • prepare for a range of international industry certifications in a specific area of applied digital marketing; and
  • employ research skills that apply to the applied digital marketing discipline in a professional context.

Subjects

Graduate Certificate in Applied Digital Marketing

The Graduate Certificate in Applied Digital Marketing consists of one (1) core subjects and three (3) restricted electives.

Core Subjects
MKT525
Digital and Social Media Marketing

Abstract

Digital marketing is now ubiquitous. This subject develops the abilities required to plan and implement digital marketing strategies in a social media world and to integrate these with the organisations' broader marketing strategies. Students will examine how communication practices influence company motivations for creating a digital marketing strategy. Students will assess how the Internet is used as a sales and promotion medium for business to business (B2B), business to consumer (B2C) and consumer to consumer (C2C). They will also examine how social media has evolved as a standalone marketing tool, online consumer behaviour and legal, ethical, measurement and evaluation issues that need to be addressed within digital and social media marketing programs.

MKT525 - Digital Marketing will cover the following topics:

  • Introduction to Digital Marketing
  • Communication practices applied to Digital Marketing
  • The digital Paradigm
  • Micro/Macro Environments
  • Marketing strategies for a Digital Ecosystem
  • Digital Marketing tactics
  • The Digital Marketing mix
  • B2B, B2C and C2C Digital Marketing
  • Building and Managing Content in a Digital Environment
  • Social Media Marketing
  • Mobile Marketing
  • Evaluation and Active Listening in a digital era
  • Measurement and ROI of digital strategies
  • Understanding the Law and Ethics in Digital Marketing

Assessment

  1. Discussion: Introduction to Organisation/Brand (200 words - 5%)
  2. Report: Digital Marketing Research and Audit (3000 words - 25%)
  3. Report: Digital Marketing Strategic Planning (3500 words - 35%)
  4. Presentation: Digital Marketing Tactical Execution (5-10 minute video - 30%)
  5. Tactic Peer-to-Peer Response (150 words - 5%)

Subject Availability

Session 1 (March)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.
Group A: Elective Academic Subjects – choose one (1) subjects from:
MKT501
Marketing Management
MKT510
Customer Behaviour
MKT563
Big Data and Marketing Analytics
MKT570
Integrated Marketing Communications

Abstract

Marketing is an enterprise-wide opportunity for any organisation to understand its customers and the markets they might wish to participate in. Marketing Management is concerned with identifying, entering and developing markets and aligning the organisation's resources to achieve its goals. This subject will introduce students to key ideas, philosophies and theories that make marketing an essential activity in any organisation. Specifically, students will investigate marketing's origins and how marketing can be contextualised in the organisation as a platform to align the organisation's goals with market demand. The subject will also encourage students to investigate and discuss how marketing, contemporary marketing and customer issues can be managed in the current environment.

MKT501 - Marketing Management will cover the following topics:

  • Drivers of contemporary marketing
  • The marketing environment
  • The marketing organisation
  • Market orientation
  • Researching the organisation
  • Services, product solutions and brands
  • The contemporary marketing mix and positioning
  • Markets, customers and target markets
  • Marketing communications
  • The marketing plan
  • The target market focused marketing plan as an organisational action tool

Assessment

  1. Self-paced modules (15%)
  2. The "living" case study (500 words - 20%)
  3. Segmentation, Target market and Positioning (STP) (10-12 slides - 25%)
  4. Evaluating marketing strategy and recommendations (3500 words - 40%)

Subject Availability

Session 1 (March), Session 3 (November)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.

Abstract

To make strategic marketing decisions, organisations need to understand the individual, social, organisational and cultural factors that influence customer behaviour. This subject examines the buyer decision process in both consumer and business markets. The topics draw on concepts derived primarily from psychology and sociology topics, where decision making is considered from a number of angles including perception, learning, motivation, attitudes, culture, values, lifestyles and situational influences. These various theoretical concepts are applied and integrated with regard to market segmentation, positioning and implementation of marketing strategies.

MKT510 - Customer Behaviour will cover the following topics:

  • Introduction to consumer behaviour
  • Segmentation, target marketing and positioning
  • Consumer research
  • Cognition, which may include: Perception; Learning and Memory; Motivation, personality and emotion
  • Influences / Attitudes, which may include: Attitudes and Attitude Change; Changing Australian Society and Lifestyle; Household Structure and Consumption; Group Influence; Social Class; Culture; Situational Influence
  • Key Behaviours, which may include: Organisational Buying behaviour; Decision Making Process and Problem Recognition
  • Processes, which may include: Information Search; Evaluation of Alternatives; Purchase and Store Choice; Post-purchase Process

Assessment

  1. Class Discussion (250 words - 30%)
  2. Cultural and Interpersonal Influences on CB (3000 words - 35%)
  3. Individual Influences on CB (3500 words - 35%)

Subject Availability

Session 1 (March), Session 3 (November)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.

Abstract

The advent of big data accelerated by the internet, e-commerce and social media provide opportunities for better business/organisational management and a better society through evidence-based decision-making and the provision of new services and products. This subject introduces the conceptual and practical issues in developing models to aid in decision making in marketing. Students will be introduced to the discovery and analysis of social networks, social trends, and relationships amongst industry factors using spreadsheets and data visualisation software. Students will also translate these analytic models into competitive strategy models by making policy for strategic and other decision recommendations.

MKT563 - Big Data and Marketing Analytics will cover the following topics:

  • Basic Spreadsheet Functions Software demonstration & practice
  • Spreadsheet functions, MS-Excel graphs
  • Advanced Spreadsheet functions Pivot Tables & Pivot Charts
  • Using Solver in Excel for Optimisation of marketing expenditure
  • Data visualisation using Tableau
  • Data editing for visualisation, in Tableau
  • Dashboard in Tableau Storyboards in Tableau
  • Combining data sources, Metadata in Tableau
  • Social Media and Web traffic tools Tableau
  • Forecasting in Excel and Tableau
  • Interactive models for decision-making

Assessment

  1. Forum task (2 to 3 pages - 10%)
  2. Spreadsheet analysis (200 words - 30%)
  3. Data visualisation (30%)
  4. Complex systems (30%)

Subject Availability

Session 1 (March)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.

Abstract

Planning, developing and implementing an Integrated Marketing Communication (IMC) strategy is vital for organisations. This subject will examine how the IMC process creates and enhances relationships with customers and other stakeholders by strategically controlling and influencing messages communicated to these groups. From a practical perspective, students will be exposed to a range of evolving communication tools and the issues that practitioners would consider in applying these tools in specific marketing contexts.

MKT570 - Integrated Marketing Communications will cover the following topics:

  • (Integrated) Marketing Communication uncovered
  • Evolution of marketing communication
  • Communication processes
  • Communication with consumers and stakeholders - the narrowcast opportunity
  • IMC Planning - communication possibilities for marketers
  • Communication tools: advertising, public relations, direct and interactive marketing, personal selling, sales promotion
  • Media opportunities - online, offline, paid, earned
  • Evaluation and measurement
  • Integrated Communication strategy

Assessment

  1. IMC Situation Analysis (1000 words - 10%)
  2. Building the IMC Agenda (2500 words - 25%)
  3. Development of the IMC Program (2500 words - 25%)
  4. The IMCPlan and Video Presentation (3500 words - 40%)

Subject Availability

Session 2 (July)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.
MKT513
Social Marketing
MKT520
Managing Product and Service Innovation
MKT561
Services Marketing

Abstract

This subject examines how to change attitudes, beliefs and behaviours that benefit individuals and society at large. Examples of social marketing include campaigns to prevent or reduce alcohol consumption, smoking, drug abuse, domestic violence and unsafe driving. This subject examines how to design a marketing strategy that will move the target audience from indifference to action and ultimately maintenance. The subject uses a case study approach drawing on current and historic Australian and international campaigns.  The subject also examines the importance of social marketing in the area of environmental sustainability and corporate social responsibility.

MKT513 - Social Marketing will cover the following topics:

  • What is social and environmental marketing? Is it marketing after all?
  • Social marketing and sustainability
  • Good reasons for behaviour change: Overconsumption and the pursuit of pleasure
  • Social marketing and sustainability: Changing behaviour
  • The basic toolkit: HIV/AIDS and stigmatisation
  • The basic toolkit: Road safety
  • Health and wellbeing: The battle of the bulge
  • Environmental and sustainable living
  • Power and perception: Out of darkness (violence, bullying, eating disorders, depression and mental illness)
  • Health and wellbeing: Prevention and early detection (cancer and immunisation)
  • Environmental and sustainable living: What a waste (litter and recycling)
  • Addictions and risky behaviour (alcohol, binge drinking, street violence and drink driving)

Assessment

  1. Comparing the scope of Social Marketing (500 words - 10%)
  2. Report: Identifying the Problem (1600 words - 20%)
  3. Report: Campaign Evaluation (3000 words - 35%)
  4. Presentation: Strategic Campaign (35%)

Subject Availability

Session 2 (July)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.

Abstract

In an era where established business models are being constantly challenged or disrupted, organisations need a culture of innovation and continuous improvement. This subject looks at innovation in an organisational context as well as examining the challenges companies face in developing successful new products and services. The activities involved in bringing a new product or service from an initial idea or opportunity through to a successful launch are examined in detail.

MKT520 - Managing Product and Service Innovation will cover the following topics:

  • Introducing Innovation
  • Managing innovation within organisations
  • Managing organisational knowledge and intellectual property
  • Strategic alliance and networks
  • Open innovation and technology transfer
  • New product development models
  • Factors for new product success
  • Service innovation
  • Product and brand strategy
  • The role of market research in new product development
  • Design
  • Managing the new product development process across the organisation

Assessment

  1. Innovation padlet webpage (10%)
  2. Innovation audit report (3000 words - 30%)
  3. NPD practices report (3500 words 0 35%)
  4. Presentation and reflection (25%)

Subject Availability

Session 1 (March)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.

Abstract

Contemporary market economies are dominated by services. This subject helps students appreciate the distinct characteristics of services and the implications these have for developing and implementing marketing strategies in a wide range of service industries. Current issues in technology and ethics are also examined in relation to service organisations.

MKT561 - Services Marketing will cover the following topics:

Service products, customers and employees
1. introduction to services marketing
2. customer behaviour, service encounters, customer satisfaction and service quality
3. service employees

Service model
1. targeting and positioning
2. service product strategy

Strategic issues
1. service delivery
2. costs and pricing
3. services promotion

Management issues
1. customer relationship management
2. customer complaints and service recovery management
3. international services marketing

Assessment

  1. Peer to peer learning task (2 to 3 pages - 10%)
  2. The service audit (2000 words - 30%)
  3. The development of a service marketing strategy (2500 words - 30%)
  4. The implementation of a service marketing strategy (30%)

Subject Availability

Session 2 (July)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.
Group B: Elective Industry Subjects – choose two (2) subject from:
MGI532
Digital Marketing Analytics
MGI533
Social Platform Marketing
MGI534
Digital Social Selling
MGI535
Search Marketing

Abstract

In this subject, students will learn about the analytics that drive decision making in the digital media landscape. For all types of organisations, the ability to collect data in the digital sphere  from websites, the Internet of Things, apps and mobile usage  is having a major impact on strategy. With tools of analysis becoming more widely available, organisations look to data-driven decision making as critical to business effectiveness. From initial set-up to interpreting reports, students will learn how to analyse data to gain an understanding of the behaviour of visitors and the performance of their website and campaigns.  This subject will also help students prepare for certification with the Digital Analytics Association (DAA).

MGI532 - Digital Marketing Analytics will cover the following topics:

  • Measurement and Tracking
  • Strategy and planning for analytics
  • Analytics technology
  • Analytics in the firm
  • Visitor activity analysis
  • Web analytics for site optimisation
  • Measuring marketing campaigns online
  • Measuring beyond the click-through
  • Conversion optimisation

Assessment

TBC

Subject Availability

TBC

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.

Abstract

During the subject, students will study how to set up, optimise and evaluate social media campaigns using Facebook, Twitter, Linkedin, Google+ and YouTube.   They will also learn how to create a social media marketing strategy and plan how to implement the strategy into an organisation.

MGI533 - Social Platform Marketing will cover the following topics:

  • Introduction to social media marketing
  • Social media strategy and planning
  • Audience research methods
  • Social research and data analysis
  • Content outreach
  • Page posts, promotion and management
  • Profile customisation, promotion and management
  • Marketing automation
  • Advertising strategy
  • Future trends

Assessment

TBC

Subject Availability

TBC

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.

Abstract

During the subject students will learn how to create engaging content and how to sell efficiently, achieve quota and attain selling success.  They will study the difference between traditional and digital and social selling methods and the benefits that can be gained from adopting a digital and social selling approach to their current sales activities.

MGI534 - Digital Social Selling will cover the following topics:

  • Introduction to Digital & Social Selling
  • Digital Research
  • Sales Enablement
  • Creating Engaging Content
  • Social Content
  • Digital Sales Messaging
  • Digital Sales Leadership
  • Integration & Strategy

Assessment

TBC

Subject Availability

Session 2 (July)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

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Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.

Abstract

During this subject, students will learn the latest methods, techniques and tools for improving their organisations search marketing and brand building efforts.  They will analyse how different campaigns work and create a search marketing plan that incorporates a Search Engine Optimisation (SEO) strategy and a Pay Per Clicks (PPC) campaign

MGI535 - Search Marketing will cover the following topics:

  • Introduction to Search Marketing
  • Search Engine Optimisation (SEO) Technical Setup
  • SEO Content
  • Display Networks
  • Paid search such as Pay Per Click, Pay Per Acquisition and Pay Per Impression
  • Setting up your website for analytics
  • Analytics is your search marketing working?
  • Strategy & Planning

Assessment

TBC

Subject Availability

TBC

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.

Request Subject Outline

Fill out the form below and we will send you a full outline from a recent offering of this subject including the assessments and how the subject was structured.

Students wishing to start in a Term intake will need to enroll in subject MGI511: Project Management Fundamentals as an elective – this substitution has been approved so that students can start sooner in our more targeted study sessions.

Note: Assessment items are subject to change. Your official subject assessments should be confirmed in your online Subject Outline upon enrolment in that subject.

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How you will be assessed

How you will be assessed

Assessments in your subjects will take a variety of forms, all designed to test and enhance your learning. You might be called upon to sit an exam, write a marketing plan, design an application, produce a video presentation, sit a quiz or any number of tasks. 

Entry requirements

There are two pathways to entry into the Graduate Certificate of Applied Digital Marketing.

  1. An undergraduate degree from a recognised Australian tertiary institution (or equivalent).
  2. Professional attainment and/or work experience.

Applicants without a tertiary qualification may be admitted to the Graduate Certificate in Applied Digital Marketing. Upon successful completion of the four subjects in the Graduate Certificate, students will then be admitted with full credit into the Master of Applied Digital Marketing to complete their remaining units of study.

Information on applying can be found on the How to Apply help page.

Master of Applied Digital Marketing

The Master of Applied Digital Marketing is an articulated course that incorporates the Graduate Certificate in Applied Digital Marketing.  The certificate can be stand-alone or, upon successful completion, students may proceed (with full credit) into the Master of Applied Digital Marketing. 

Fees

Domestic Students
$3350 AUD per subject
International Students
$3550 AUD per subject

Students who complete a Graduate Certificate and then choose to proceed into the Masters or another CSU course attract a 10% alumni discount on their fees.

More information on Fees can be found on the Fees page

If you want to reduce your cost per course you may be eligible for credit. 

Credit

This course is one of a unique series of online degrees that CSU has partnered with IT Masters to develop. You may be eligible for up to two subjects’ credit (50% of the course) for prior study if you’ve completed a recognised postgraduate qualification or relevant industry certifications. 

Prospective students can obtain an estimate of credit entitlements by filling out the Credit Eligibility Form. Note that the only industry cert we currently recognise for credit into the Graduate Certificate of Applied Digital Marketing is the Certified Web Analyst course through the Digital Analytics Association, but we will assess other marketing industry certifications on a case-by-case basis. Applicants will also be eligible for one unspecified industry credit for successfully completing three of the following IT Masters short courses: 

Digital Marketing

Professional Communications

Applied Social Media Marketing

Digital Marketing Analytics

Find out more with a personalised assessment of your eligibility, or apply now!