University of Technology Sydney

54061 Digital Media: Marketing, Metrics and Data

There are course requisites for this subject. See access conditions.
Anti-requisite(s): 58337 Engagement, Participation, Gamification


This subject responds to the digital media industry's growing emphasis and reliance on data, metrics and marketing to better segment and target audiences. The rapidly-evolving digital and social media industry is framed within historical and theoretical contexts and for commercial, professional, social and personal uses. In this subject, students learn foundational digital marketing skills, digital and social media technologies, devices, platforms, media and analytical techniques to develop their marketing-oriented, decision-making skills. Students develop skills linked to content marketing, social media marketing, email marketing, as well as relevant digital tools concerning search engine optimisation (SEO), digital analytics and other social media metrics. Students learn strategies from industry case studies in business-to-business (B2B) and business-to-customer (B2C) digital marketing to better understand how businesses leverage website traffic, content performance and lead generation. Students also critically examine the consequences of digital media marketing, and the limits and perils of big data.

Detailed subject description.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.