Digital Media is fast becoming the way people, businesses and social organisations communicate. Whether for a website, social media campaign, branded content video or interactive web-banner, graduates who can create and manage digital content are in high demand.
Macleay College’s Digital Media course prepares students for emerging roles within this rapidly developing sector. Students explore information communications technologies, creative and strategic problem solving, online storytelling, social media & content strategy development, and project management - that can be applied to one of the following areas of specialisation:
Designed and taught by industry professionals, the course focuses on innovative practices and project-based learning. The small classes feature personalised teaching that nurtures each student’s unique strength. The bachelor course also features an internship program that helps students build their professional experience and networks.
Potential job opportunities
This qualification is recognised in the Australian Qualifications Framework and is accredited to 15/08/2023 CRICOS Code 094006E
This subject helps you develop an understanding of the legal and regulatory frameworks that support professional advertising practice. You’ll be exploring the impact that social, cultural and ethical considerations have on advertising. You’ll also be examining business practice in advertising, including business structures, operating processes and external business relationships.
This subject teaches you about the role of an advertising art director and helps you develop your knowledge and skills in the creation, management and delivery of strategic design for advertising. The subject features specialised lectures and workshops in contemporary graphic design, typography and artistic direction for photographic, film, print and online productions.
In this subject you’ll learn about the cornerstone of contemporary advertising and media - brand experience - and about both the real and the intangible essences that go to make up a brand. You’ll be learning about and the way we as consumers and as marketers employ a brand’s strategic worth to create experiences to generate value, meaning, sustainability, and sales.
This subject teaches what you need to know about the increasingly important realm of gaming within the advertising industry. It looks at how interactivity is becoming an essential part of building brand connection and loyalty and how gaming is being used increasingly to engage a brand’s audience and
This subject explores what motivates and influences consumers in their decision-making process. It helps you understand what shapes these influences by looking at internal factors of perception, personality and attitudes, as well as the external factors of culture, social class, age and lifestyle. Included as part of this analysis, you’ll be encouraged to critically appraise your own buying behaviour.
This subject focuses on the role of creativity and innovation within the business environment. Theoretical frameworks which underpin the creative process are examined along with various approaches to innovation of products, distribution (online), pricing and promotional strategies. Creative and innovative solutions to marketing problems are examined using case studies.
In this subject you’ll be developing an understanding of how psychological theories and methods have impacted and influenced the characteristics of successful marketing organisations and individuals, online marketing and branding. Specifically, you’ll be learning about the psychology of promotion and persuasion within the context of applied marketing strategy.
This subject encourages entrepreneurial behaviour through the introduction of the principles of entrepreneurship, the process of creativity and innovation and the impact of this process on the success of new enterprise creation. On completion of this subject you’ll have an increased understanding of entrepreneurship and the significance of innovation in small and medium sized enterprises (SMEs). The associated skills and techniques acquired provide a strong foundation for both new product/service development and the launch of an entrepreneurial or corporate new venture.
In this subject you’ll be looking at various media channels and examining how they’re used by the advertising industry to deliver strategic and effective communication messaging for consumers. it explains how research can define target consumer groups and provide media professionals with deep insights into consumer relationships with brands and communication platforms and how this information can be used to develop a media-scheduling plan. The subject explores the connections between communications strategies, media planning and investment and it also looks at job opportunities in these areas.
This subject focuses on the use of advertising on mobile platforms. It introduces you to the various types of mobile ads and their distinct differences from desktop web- based ads. You’ll be learning about different advertising models and how they’re applied to mobile devices through stand-alone apps, mobile web and mobile social media. The subject analyses the current state of play for mobile advertising and leading agencies providing mobile ads. You’ll be learning about the different mobile advertising channels (mobile web, app-based and social) and the benefits of each channel.
This subject helps you develop your writing skills beyond just producing digital content so that you can create strong promotional ideas using ideation techniques specific to digital platforms. You’ll be analysing the nature of copywriting and the future of the digital advertising space.
This subject explores the exciting and changing world of digital communications, learning key tactics and tools for arising business opportunities. It covers the frameworks that underpin digital communications and includes learning about what drives increased use of social networks for business marketing success. You learn about the functionality of websites and how this meets the needs of an organisation and delivers information to end users.
This subject provides insights into various communication models and their value to salespeople and negotiators. You’ll be learning about the strategies of influence and persuasion used by business negotiators to achieve agreement and compliance. By the end of this subject you’ll have developed a strong understanding of the importance of effective communication in business.
In today’s business environment, change is constant and the ability to manage change is essential. Good leadership is central to these issues. This subject covers theories and principles around change management with particular emphasis on understanding the context of the organisation and the style of leadership required to be most effective. Key change management theories are explored and you’ll undertake a research project that allows you to evaluate these theories and understand their application to business.
In recent years the high-profile success of young Australian entrepreneurs in building profitable business has been inspiring. Creating a new venture is a challenging task, one that requires specific knowledge as well as general business and entrepreneurial skills. The process of transforming creative ideas into commercially viable businesses continues to be a major challenge. Successful entrepreneurship requires more than merely luck and money. It is a cohesive process of creativity, risk taking and planning.
Enterprise Innovation 2 exposes you to the process of entrepreneurship and creativity. This module is about learning by doing - applying entrepreneurial thinking to the development of viable business concepts. On completion, you’ll know how to develop and evaluate innovative, sustainable, investment - ready business ventures. It's possible that some of the student-led projects may evolve into the real-life ventures.
This unit introduces students to the language of coding and its relevance and implementation in advertising and digital media. Students will gain overarching knowledge about what coding is, what it is used for, and the role it can play in the development of advertising and digital media projects and future technological development.
The unit will explore a number of industry standard coding languages and define parameters for decision making around which coding language is best suited to which business and technological issue. In addition, students will develop hands-on skills in programming in one or more industry standing coding language.