Bachelor of Digital Marketing and Advertising
2026 Deakin University Handbook
| Year | 2026 course information |
|---|---|
| Award granted | Bachelor of Digital Marketing and Advertising |
| Course Credit Points | 24 |
| Deakin course code | A337 |
| Course version | 1 |
| Faculty | Faculty of Arts and Education |
| Course Information | For students who commenced from 2027 onwards |
| Campus | Offered at Burwood (Melbourne), Online |
| Duration | 3 years full-time or part-time equivalent |
| Course Map - enrolment planning tool | The course map for new students commencing from Trimester 1 2027 will be available soon. Course maps for commencement in previous years are available on the Course Maps webpage or please contact a Student Adviser in Student Central. |
| CRICOS code | 119518D Burwood (Melbourne) |
| Australian Qualifications Framework (AQF) recognition | The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 7 |
| Supplementary Information | New course available for intake from Trimester 1, 2027 |
Course sub-headings
- Course overview
- Career opportunities
- Participation requirements
- Mandatory student checks
- Pathways
- Course Learning Outcomes
- Course rules
- Course structure
- Work experience
- Other learning experiences
- Research and research-related study
- Fees and charges
Course overview
Unlock your creative, strategic and digital potential with Deakin’s Bachelor of Digital Marketing and Advertising the only degree of its kind offered by an Australian university. Feel empowered to explore the full spectrum of brand communication, where data, consumer relationships, creativity and technology collide.
You’ll study consumer psychology and business analytics while building your advertising craft – from copywriting and art direction to social media content and brand communication. You’ll turn audience insights into creative brand stories that capture attention and influence behaviour.
Using industry tools, emerging technologies and how to ethically engage with AI tools that drive today’s digital economy, you’ll think strategically, create compelling content and deliver it across digital platforms.
Be prepared for careers across digital marketing, marketing and advertising, strengthened by data driven marketing knowledge, creative advertising skills and future focused capabilities in AI and digital innovation.
Want to become a strategic, creative and digital-savvy communicator?
This course is developed with industry and taught in a supportive environment by leading academics whose expertise will drive you to push boundaries, grow professionally and craft bold ideas that deliver results.
Deakin’s Bachelor of Digital Marketing and Advertising will challenge you from your first year, when you will explore the foundations of:
- digital marketing
- brand content
- advertising strategy.
From there, you’ll deepen your expertise in specialist areas, including:
- copywriting and ideation
- art direction and visualisation
- social media strategy
- consumer psychology
- brand insights.
You’ll study core units including Advertising Principles and Practices, Consumer Psychology, Business Analytics, Social Media Strategy, Creative Advertising Campaigns and more.
You’ll complete assessments that reflect industry practice, including strategy recommendation reports, data-visualisation dashboards, creative briefs, copywriting and art direction portfolios and integrated campaigns.
In your final year, you will bring everything together to create fully integrated digital brand communication campaigns. You’ll sharpen your ability to evaluate performance, manage client relationships and present impactful solutions.
Look forward to graduating with in-demand skills: data-informed thinking, creativity, problem-solving and digital storytelling. You’ll be ready to lead integrated campaigns in a digital-first communications industry with confidence.
At Deakin, you’ll learn by doing, through hands-on projects, industry engagement and creative experimentation. With embedded work-integrated learning opportunities and Deakin’s employability sequence, you will be supported to build your career from the get-go.
You’ll gain industry experience with internship opportunities, building your skills and strengthening your professional identity.
From day one, you will have the flexibility to study your degree your way. Slow down or speed up your studies, combine courses, or study on-campus or via our leading online learning platform.
Prepare to enter the field with confidence, equipped to contribute immediately in advertising agencies, digital media teams, brand and marketing departments and creative content studios.
Career opportunities
Deakin is the #1 Victorian university for graduate employment, and it shows. Graduates from the Bachelor of Digital Marketing and Advertising have a range of in-demand technical and transferable skills and are equipped to excel in professional roles, including:
- Advertising account manager
- Advertising art director
- Advertising copywriter
- Advertising strategist
- Brand manager
- Content marketing specialist
- Digital marketing analyst
- Digital brand strategist
- Digital content producer
- Digital marketing coordinator
- Digital media researcher
- Influencer marketing coordinator
- Marketing communications coordinator
- Performance marketing specialist
- Media and audience insights specialist
- Social media manager.
Participation requirements
Reasonable adjustments to participation and other course requirements will be made for students with a disability. More information available at Disability support services.
Mandatory student checks
Any unit which contains work integrated learning, a community placement or interaction with the community may require a police check, Working with Children Check or other check.
Pathways
Further studies are available at Honours and Postgraduate level. Many students choose to enter into the Bachelor of Communication and Creative Arts (Honours) or the Master of Communication.
Course Learning Outcomes
| Deakin Graduate Learning Outcomes | Course Learning Outcomes |
|---|---|
| Discipline-specific knowledge and capabilities | Analyse, apply and evaluate theoretical and technical knowledge to produce ethical, authentic and effective marketing and advertising outcomes for the digital era. |
| Communication | Articulate knowledge of brand communication models and strategies within organisational contexts and produce compelling multimodal content for digital platforms and traditional media. |
| Digital literacy | Analyse, evaluate and apply digital technologies in marketing and advertising practice to build and maintain mutually beneficial consumer and client relationships. |
| Critical thinking | Identify and critically evaluate scholarly, industry media and market intelligence from diverse sources and apply insights in academic and practical contexts. |
| Problem solving | Identify relevant problems faced by organisations, and research, plan and formulate brand communication solutions that address complex consumer needs and values. |
| Self-management | Learn in a self- directed manner, reflect on individual performance and take responsibility for current and ongoing professional development. |
| Teamwork | Work collaboratively on team-based projects, demonstrate initiative, provide and respond to constructive feedback and adapt flexibly to project demands. |
| Global citizenship | Critically and ethically evaluate intercultural brand communication contexts and apply reflective thinking to work in consultation with Aboriginal and Torres Strait Islander peoples and across diverse social and cultural frameworks. |
Approved at Faculty Board
Course rules
To complete the Bachelor of Digital Marketing and Advertising students must pass 24 credit points and meet the following course rules to be eligible to graduate. This includes:
- DAI001 Academic Integrity and Respect at Deakin (0-credit-point compulsory unit) in their first study period
- 17 credit points of core units
- 3 credit points of Employability sequence units
- 4 credit points of elective units
- a minimum of 10 credit points at level 1
- a minimum of 6 credit points at level 3.
Most units are equal to one credit point. As a full-time student you will study four credit points per trimester and usually undertake two trimesters per year.
Students are required to meet the University's academic progress and conduct requirements.
Course structure
Core units
Compulsory 0-credit point module
To be completed in the first trimester of study:
| DAI001 | Academic Integrity and Respect at Deakin |
Level 1
| ALA101 | Advertising Principles and Practices |
| ALA102 | Creative Brand Communication |
| ACC100 | Gutenberg to Zuckerberg: Communication in Everyday Life |
| MIS171 | Business Analytics |
| MMK101 | Marketing Fundamentals |
Level 2
| ALA201 | Art Direction and Visualisation |
| ALA202 | Copywriting and Ideation |
| ALA205 | Creative Advertising Projects |
| ALM216 | Social Media Strategy |
| MMK266 | Consumer Behaviour |
| MMK280 | Brand Management |
| MMK295 | Integrated Marketing Communications in the Digital Age |
Level 3
| ALA302 | Transmedia Storytelling for Brands |
| ALA304 | Creative Advertising Campaigns |
| MIS362 | Social Media Analytics and Data Driven Innovation |
| MMK365 | Marketing Insights |
| MMK368 | Business Marketing |
Employability sequence units
| AWL100 | Your Future Direction |
Plus 1 credit point from:
| AWL200 | Leadership and Transformation |
| AWL201 | Communication and Persuasive Presentation |
| AWL202 | Entrepreneurial Mindset |
| AWL203 | Expand Your Experience |
Plus 1 credit point from:
| AWL300 | Internship |
| AWL301 | Enhance Your Experience |
| AWL302 | Your Professional Story |
Work experience
Prepare for your future by getting real world experience and the employability skills to succeed, while completing your degree. The Employability Stream is tailored to support you to be future ready. Deakin’s suite of Work Integrated Learning programs can connect you with internships, social impact programs and opportunities to extend your skills in settings across the globe.
Elective units may also provide additional opportunities for Work Integrated Learning experiences.
Course duration
You may be able to study available units in the optional third trimester to fast- track your degree, however your course duration may be extended if there are delays in meeting course requirements, such as completing a placement.
Other learning experiences
There are opportunities to engage in global mobility (domestic and international) programs including overseas internships and study abroad (subject to offer).
Research and research-related study
Independent research components are embedded across a number of units in this course.
Fees and charges
Tuition fees will vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study, your study load and/or unit discipline.
Your tuition fees will increase annually at the start of each calendar year. All fees quoted are in Australian dollars ($AUD) and do not include additional costs such as textbooks, computer equipment or software, other equipment, mandatory checks, travel, consumables and other costs.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current students website.
Further information
Contact Student Central for assistance in course planning, choosing the right units and explaining course rules and requirements. Student Central can also provide information for a wide range of services at Deakin. To help you understand the University vocabulary, please refer to our Enrolment codes and terminology page.