Technology and data have transformed marketing, enabling brands to reach more people, be more targeted, and make stronger connections than ever before. It is projected digital marketing roles in Australia will rise by 12% by 2026¹, meaning we need marketers who are more strategic, more innovative, and can deliver what businesses want and what customers need.
The UTS Online Master of Digital Marketing is designed for data-driven and strategic marketing professionals who want to prepare for the digital-led future of marketing. Gain the skills to make better decisions through data-based evidence and lead marketing transformation with confidence, no matter the industry.
Delivered 100% online, this course enables you to work full-time while developing future-focused skills to get ahead and stay ahead of the industry's continual changes.
¹National Skills Commission (AU) | Advertising and Marketing Professionals, 2023 *Study plans and completion times might vary depending on commencement date, elective choice, leave and subject availability. **Fees are correct for 2024 and are revised annually.
Why study the Master of Digital Marketing with UTS Online
Top 100 University Globally¹
World’s 11th highest performing university under 50¹
Top-ranked for excellence in Research in Marketing2
5 star rated for student retention3
1QS Rankings, 2024 22020 ERA 5/5 3Good Universities Guide, 2022
What you'll learn
Analytics and technology
This course will develop your skills in customer analytics, marketing performance and optimisation. You'll learn to understand and apply emerging technology from AI, machine learning and other contemporary digital marketing tools to best measure, manage and continually optimise performance for business success.
Innovation and leadership
Turn data-based evidence into strategic and innovative solutions. Learn to utilise your digital marketing toolbox and empower your people so you can effectively lead digital transformation in your marketing.
Develop a deep understanding of digital channels and platforms. Focusing on customers, commercial, creative and technology benefits of different channels and their contribution to effective strategy. You’ll also understand emerging channels and platforms and develop strategic and tactical skills to adapt to new opportunities.
Tap into the power of the customer. Learn how to harness valuable insights and understand customers’ online behaviours and decision-making through ethical frameworks. You will understand how to drive customer-centric strategy while considering ethical data practice and regulation to deliver what businesses want and what customers need.
The Master of Digital Marketing course comprises 12 subjects, four of which are from the Graduate Certificate in Digital Marketing.
Note: Students may exit with a Graduate Diploma after completing 8 subjects. To find out more, download a course guide or speak with an Enrolment Advisor.
Graduate Certificate in Digital Marketing
The Graduate Certificate in Marketing and Digital Strategy includes the following four subjects:
Digital Marketing Today
Digital Customer Behavior
Branding in the Digital World
Master of Digital Marketing
After having successfully completed the four subjects in the Graduate Certificate in Digital Marketing, you will then go on to study the remaining eight subjects to complete the masters:
Data Ethics and Regulation
Emerging Technologies and Marketing
Omnichannel Marketing Strategy
Managing Digital Offerings and Innovation
Business Project: Digital Marketing
Upon successful completion of the Master of Digital Marketing, you will develop skills through the following learning outcomes:
Digital marketing knowledge and concepts
Identify and implement digital marketing strategies to drive meaningful business solutions. Apply advanced knowledge of current digital marketing techniques to organisations of all sizes, and across all industries.
Critical thinking, creativity and analytical skills
Be an expert at identifying and evaluating digital marketing opportunities in varying business contexts. Use marketing analytics to identify business problems and apply critical and creative thinking to uncover digital marketing solutions that reflect inclusivity, diversity and Indigenous perspectives.
Communication and interpersonal skills
Communicate the business value and return on digital marketing investments. Be the digital marketing expert in your organisation, able to lead and guide teams through innovation, strategic planning and execution.
Attitudes and values
Critically evaluate and apply principles of ethics, sustainability and social responsibility to decision making in digital marketing contexts. Be an advocate of ethical and sustainable practices relating to the collection, storage, use and dissemination of information.
Apply technical skills to measure, evaluate and optimise digital marketing strategies. Be skilled in identifying and responding to business opportunities and challenges that emerge from the ever-changing environment.
Who should study this course?
The Master of Digital Marketing is designed for professionals who want to excel at the digital marketing skills of today and be prepared for the future of a constantly changing industry. Students of this course may have backgrounds in marketing and communications, in roles such as:
Senior Marketing Manager
Sales and Marketing Manager
Public Relations Coordinator
Marketing Campaign Manager
Social Media Manager
Marketing Automation Manager
See Entry requirements under Course Information for more eligibility information.
The Graduate Certificate in Digital Marketing includes the following four subjects:
test test test
Digital Customer Behavior
Branding in the Digital World
Upcoming study periods
UTS Online courses have six intakes per year. The diagram below shows all upcoming
intakes, with the next intake highlighted in blue.
Description of the Course+4 Number of unitsor continue studying
Master of Digital Marketing:
To gain entry into the Master of Digital Marketing, applicants must have completed a UTS-recognised bachelor's degree in Marketing (or a related business discipline e.g. Commerce or Management). Applicants with a bachelor’s degree in non-business related disciplines must also have two years full-time, or equivalent, relevant marketing work experience.
Note: Applicants who do not meet the entry requirements for the master’s course may use the successful completion of one of the graduate certificate courses as a pathway, provided they meet the specific entry requirements for that course.
Graduate Certificate in Digital Marketing:
To gain entry into the Graduate Certificate in Digital Marketing applicants must have completed a UTS-recognised bachelor's degree in Marketing (or a related business discipline e.g. Commerce or Management). Applicants with a bachelor’s degree in non-business related disciplines must also have two years full time, or equivalent, relevant marketing work experience. Applicants without a previous academic qualification must have a minimum of four years, or equivalent, relevant marketing work experience and general capacity to undertake tertiary education.
Graduate Certificate in Marketing and Digital Strategy:
To gain entry into the Graduate Certificate in Marketing and Digital Strategy, applicants must have completed a UTS-recognised bachelor’s degree, or an equivalent or higher qualification, or submitted other evidence of general and professional qualifications that demonstrates potential to pursue postgraduate studies. Applicants who do not meet the academic requirement may still be considered on the basis of a minimum of at least four years full-time, or equivalent, relevant business-related work experience. The relevant work experience must be demonstrated through a CV and a Statement of Service confirming the dates of employment and the position held within the organisation.
To assist with all or some of your tuition fees, FEE-HELP is available for eligible students. This government-supported loan scheme is designed to help eligible full-fee paying students pay their tuition fees.
To check your eligibility, feel free to speak with an Enrolment Advisor today.
The English proficiency requirement for local applicants with international qualifications is: Academic IELTS: 6.5 overall with a writing score of 6.0; or TOEFL: paper based: 550-583 overall with TWE of 4.5, Internet based: 79-93 overall with a writing score of 21; or AE5: Pass; or PTE: 58-64; or CAE: 176-184.
Upon successful completion of the Master of Digital Marketing, graduates will have a broad scope of job roles available to them. According to Hays, Employers are looking for talent to lead and guide on new trends and consequently, a strong understanding of digital is now essential for career success. Newly created roles include Campaign Analyst and Marketing Insights Analysts that help an organisation understand data, drive more sophisticated customer profiling and ultimately lead more precise and accurate decision-making. The other types of roles include:
Digital Marketing Consultant
Strategic Digital Marketing Specialist
Social Media & Digital Media Manager
Marketing and E-Commerce Manager
Digital Marketing Manager
Channel Marketing Manager
Digital Project Manager
Head of Digital Platforms
Head of Digital Optimisation
Head of Performance Marketing
Director of Digital Marketing
Chief Marketing Officer
Average graduate starting salary
According to Job Outlook, there is a strong demand for these types of roles across industries and organisation sizes. The average salary for a digital marketer is $115K, however, due to the strong demand for professionals in this industry, those with more specialist and advanced skills are able to demand higher salaries.
Unsure about your situation?
One of our Student Enrolment Advisors can assist you with more information, including alternative pathways.
“We didn't just discuss leadership; we practiced it daily. This experience gave me a better sense of how to effectively innovate and ethically scale at an enterprise level.”
- Virginia Dougherty (UTS Online Master of Digital Marketing graduate)
A note from our Course Director
“The UTS Master of Digital Marketing combines the best of real-world industry leading expert knowledge with UTS's leading academic researchers and practitioners to give you the skills and knowledge to succeed today and tomorrow.”
Dr. Kaye Chan obtained her Ph.D. in Marketing from UNSW Australia in June 2016. She is a Lecturer (equivalent to Assistant Professor) in Marketing at the University of Technology Sydney, Australia. Her research interests focus on digitally enabled marketing and the impact on behaviour, media, and advertising. She is a passionate educator whose research has been published in the Journal of Strategic Marketing and presented at major conferences such as EMAC and ISMS Marketing Science.
Dr. Kaye Chan
Course Director, Master of Digital Marketing
Graduate Certificate in Marketing and Digital Strategy
Yes, entry to the Master of Digital Marketing requires some background knowledge of marketing. As per the eligibility criteria, applicants must have completed a UTS- recognised bachelor's degree in marketing, or an equivalent or higher qualification, or submitted other evidence of general and professional qualifications that demonstrates potential to pursue graduate studies.
If you don't meet the entry requirements for the master's course, you may use the Graduate Certificate in Digital Marketing or the Graduate Certificate in Marketing and Digital Strategy as a pathway, provided you meet the specific entry requirements for these courses.
There is a growing skills shortage in digital marketing. Coupled with the fact that 80% of Australian marketers believe that digital marketing is vital to the success of their organisation, the ability to harness and apply the knowledge learned from this course will give you a competitive edge.
Unfortunately, we don’t offer RPL for our online Master of Digital Marketing course. This is a unique and contemporary course and students must complete all twelve subjects to graduate with the masters.
The Online Master of Digital Marketing has been designed with strong connections to industry – utilising industry-led technology and software, industry case studies, and inviting industry experts to talk students through how they use different tools and how they formulate their digital strategies.
The dynamic nature of this course means that our online content and delivery methods will be adapted as the industry evolves, ensuring our students are learning the most relevant and practical skills. You'll be able to utilise the skills you learn in the course immediately at work and learn the future-focused skills required as the industry continues to change.
You may be eligible for entry to the Graduate Certificate in Digital Marketing or the Graduate Certificate in Marketing and Digital Strategy as a pathway, provided you meet the specific entry requirements for that course. You can submit your application here or contact a Student Enrolment Advisor on 1300 477 423 to talk through the application process.
Have you completed the following in the last 10 years?
An Australian Psychology Accreditation Council (APAC) accredited Level 1 program in psychology (or equivalent) with a Grade Point Average (GPA) of at least 5.0 out of 7.
Please note: Psychology qualifications from overseas must be assessed by the Australian Psychological Society (APS) as equivalent to an APAC accredited Level 1 program in Psychology. This assessment must be included in the application.
If you haven't fulfilled the requirements, you might want to explore our 100% online Graduate Diploma in Psychology program as an alternative.