Master of Digital Communication
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About this unit

Throughout history, communication has always been about telling compelling stories. And even though technology has advanced, this essential truth remains. In this micro-unit, students will learn concepts, frameworks and techniques for persuasive storytelling through social media that engages target audiences. Critical issues in the use of social media will be explored, including cross-cultural storytelling and professional branding.

About this unit

As individuals and members of society, digital technologies have tremendously impacted our lives,  causing fascinating yet complex debates. In this micro-unit, students will learn to critically examine and contribute to these debates, drawing on scholarly research to evaluate opposing perspectives and become critically informed digital communication professionals.

About this unit

Understanding data for diverse audiences through appropriate visual representation is a key skill for contemporary digital communication professionals. With a growing demand across communication and media industries for communication specialists,  it is crucial for graduates to effectively interpret and communicate datasets to non-specialist audiences and those in leadership positions.

This micro-unit focuses on understanding the principles of visual communication and data analytics within a broader digital communication context. From histograms, scatter plots and treemaps to complex networks and Sankey diagrams, students will engage with common data representation types. Industry-standard software applications will be used to create interactive data visualisations.

About this unit

Digital technology’s evolution continues to have a disruptive and transformative effect on communication and media industries. Through this micro-unit, students will learn how the communication and media landscape has changed with digital technologies, including the radical shift in industry business models and media content creation and distribution conditions. Students will assess specific platforms and gain an understanding of the user cultures that have developed around them.

About this unit

This micro-unit introduces students to the role data analytics play in the delivery of effective social media communication. Using the history, theory and methodology of social media data analytics as a framework for this unit, students will learn how data analytics can improve engagement with online audiences and communities through social media platforms.

About this unit

Digital technologies provide professional communicators with new ways to craft, deliver and evaluate the impact of communication. This micro-unit integrates a theoretical understanding of how computational technologies transform the world of communication, along with the hands-on skills to use and create programs within Python to collect, manage, process and analyse the digital traces of online communication. This unit is designed at an entry level and prior experience with Python coding is not required.

About this unit

Digital technologies have transformed communication professionals’ engagement with and analysis of diverse media audiences. In this unit, students will learn the methods and metric frameworks for identifying and measuring audiences and audience behaviours. Additionally, you will learn about established and emerging techniques for analysing audience characteristics and behaviours, including experiments, dynamic network analysis, issue mapping, focus groups and surveys.

About this unit

In this unit, students will investigate the digital creative economy: what it is, how it continues to evolve, and how communication and media industries respond to the ongoing technological disruption. Digital communication professionals need to understand the specific implications as relevant industries change. Students will grasp the complexities of how the digital creative economy operates – including the emerging trends that characterise the digital economy and how to thrive in this environment as a digital communication professional.

About this unit

With the emergence of AI and automation technology, it is increasingly vital for digital communication professionals to understand how these technological developments transform communication. In addition, they need to be aware of the ethical issues surrounding how these technologies are used for improving audience reach and engagement. Recent scholarly research and contemporary case studies are the focus of this unit. Students will develop a future-focused orientation to change in the industry, engaging with emerging technologies in both theory and practice. They will also examine how these technologies will likely disrupt our communication. More broadly, algorithmic culture and communication will be a core area of enquiry.

About this unit

Digital communication professionals are often called upon to undertake independent research projects that generate innovative solutions to complex problems. In this unit, students are exposed to communication-specific academic and professional research methods, both traditional and emerging. These methods – creative problem solving, project design and planning – will prepare students to continue to a master’s qualification, setting them up for success in the CCQ301-1 Digital Communication Project 1 and CCQ302-2 Digital Communication Project 2. Practically, students will develop a project proposal, seek ethics clearance and plan for the capstone project.

About this unit

Understanding and engaging with ever-growing quantities of data in meaningful ways is challenging for organisations and individuals. One method of doing so is to focus on data-driven storytelling. In this unit, students will extend their understanding of data visualisation and communication to include principles for effective information design – particularly how to visually display complex data, events and phenomena to provide concise explanations, new insights and discoveries for specialist and non-specialist audiences.

About this unit

Artificial intelligence bots and other technologies are changing how communication is planned and executed. It has also changed how stories are told and evolves across social media platforms. In this unit, students will examine the impact of such technologies and learn about best-practice communication planning and implementation. Students will develop their bots that will algorithmically communicate on their behalf via social media platforms.

About this unit

The Social Media Strategy Project is a Work Integrated Learning Unit where you will work with a real-world client facing a social media challenge. The project is an excellent opportunity to synthesise and apply the skills and knowledge acquired when studying the micro units in the program. You will interpret your client’s brief and deliver a client pitch. Your task will involve planning a project using agile methodology, using design thinking under a coherent social media strategy to meet the requirements of the client brief.

The Social Media Strategy Project is worth 12 credit points, equivalent to a standard unit.

About this unit

Digital Communication Project 1 is a capstone unit that allows you to integrate and apply advanced knowledge of digital communication theory, methods, principles and skills. Your project can take various forms, including research and an industry-related partner project. As a 24-credit point project, you will complete it across two units (CCQ301-1 and CCQ301-2) and two teaching periods.

About this unit

Digital Communication Project 2 is the second stage of your capstone unit, which is completed across two units (CCQ301-1 and CCQ301-2) and two teaching periods. In this unit, you will complete your digital communication project in scholarly research or a professional context and demonstrate your capacity to apply the advanced knowledge and skills in digital communication developed throughout your course. You will prepare and present a final project report.