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Digital and Social Media Marketing



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7 wks


Avg 10 hrs/wk

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Build your brand, grow your audience and connect with future customers with online marketing. Find out how with this digital and social media marketing fundamentals course. You’ll explore the concepts that underpin effective social media strategy, learn to use digital tools to increase customer engagement and brand reputation and understand how to use online promotion for organisational gain.


About this microcredential

Digital and social media marketing offer unique opportunities for customer engagement. During this microcredential you’ll explore digital media tools, channels and opportunities shaping the marketing landscape and learn how to deploy them at each stage of the customer journey.

Powered by the world-class teaching and the advanced research expertise of the UTS Business School, this course will explore:

  • The main digital marketing channels and how to use them
  • Changes in digital technologies and the digital marketing landscape
  • The opportunities and challenges of different digital marketing tools
  • The use of social media platforms to enhance the customer experience
  • Online data collection to inform brand strategy and increase customer engagement.

Key benefits of this microcredential

This microcredential has been designed to equip you to:

  • Apply contemporary marketing theories and frameworks to today’s marketing landscape
  • Evaluate current digital marketing practices to determine best practice and identify opportunities for improvement
  • Design effective marketing solutions to achieve desired organisational outcomes.

This microcredential aligns with the 3 credit point subject, Digital and Social Media Marketing (26809) in the Executive Master of Business Administration (C04424). This microcredential may qualify for recognition of prior learning at this and other institutions.

Digital badge and certificate digital badge example for UTS Open short courses

A digital badge and certificate will be awarded upon successful completion of the relevant assessment requirements and attainment of learning outcomes of the microcredential.  

Learn more about UTS Open digital badges.

Who should do this microcredential?

This microcredential has been designed to bring your brand to life, whether you’re self-made or working in the start-up, private or public sector. 

This course will benefit:

  • Aspiring digital and social media marketing professionals
  • Communications, marketing and sales professionals seeking digital experience
  • Customer experience or customer service workers
  • Entrepreneurs or small business owners
  • UX and UI designers
  • Process improvement professionals.


Full price: $3,171 (GST-free)*

Special price $2,757 (GST free)* this special price is available until 31 January 2024, 11.59pm (AEDT) 

*Price subject to change. Please check price at time of purchase. 

Discounts are available for this course. For further details and to verify if you qualify, please check the Discounts section under Additional course information

Payment on invoice requests must be paid in full and reconciled by our Finance team before you can access your online course materials. Please make sure your invoice payments reference the UTS Open invoice number. You can also forward remittance advice to

Enrolment conditions

Course purchase is subject to UTS Open Terms and Conditions. 

COVID-19 response 

UTS complies with latest Government health advice. Delivery of all courses complies with the UTS response to COVID-19.

Additional course information 

Course outline

This course is delivered through a mix of online learning and four live online sessions. The course features a mix of theoretical concepts and application in today’s world, designed to enable participants to solve complex business problems using evidence-based judgement as well as analytical and creative skills. 

You’ll have access to online resources and self-directed learning activities and are expected to study online materials provided via the UTS learning management system (Canvas). You'll be expected to complete online learning activities which will help identify knowledge gaps and inform discussions. You’ll also be required to engage in online discussions with your peers and the facilitator.

Online sessions have been designed to present the theory and practice of the course content, as well as review questions and upcoming assessments. You’ll be advised if required to complete pre-work activities before attending the live online sessions. Discussions will focus on the application of concepts, techniques and methods.

A mandatory, online formative assessment provides participants with feedback to direct their self-study. Ongoing general and individual feedback will be provided throughout the course via the Canvas platform. Participants will also receive formal feedback on assessment tasks.

Course delivery

This course is delivered online using a range of resources, self-directed study and live interactive sessions with the academic. Course content will be presented to participants in a variety of formats (lecture slides, notes, videos, articles) and delivered online. At the beginning of the course, participants are expected to review materials and complete tasks on their own before attending online review sessions with the lecturer that are spread over the learning period. While materials will be provided to participants via the learning management system, you are also expected to seek information independently. Feedback will be given following formative assessment and during online sessions.

Participants will need to undertake approximately 10 hours of self-directed online learning each week over 7 weeks.

Course learning objectives

By the end of the course, you should be able to:

  • Apply contemporary marketing theories and frameworks to digital strategies in today’s marketing landscape
  • Critically evaluate current digital marketing practices
  • Design digital marketing solutions to achieve organisational outcomes.


Task 1: Digital campaign or website analysis and social media audit (weighting: 30%)

  • Part a (15%): Analyse a digital campaign communication piece and landing page (or website)
  • Part b (15%): Complete a social media audit
  • Length: 500 words each

Task 2: Digital and social media marketing critical evaluation and recommendations report (weighting: 70%)

  • Length: 1,500 words + tables and appendices

Participants must achieve at least 50% of the total marks to pass this course.



To complete this online course, you will need a personal computer with adequate internet access and sufficient software and bandwidth to support web conferencing. You will also require an operating system with a web browser compatible with Canvas, Zoom and Microsoft Teams.


Discounts are available for this course as follows:

  • 5% discount for strategic partners
  • 5% discount for 2 enrolments in UTS Business School microcredentials (same person or same organisation)
  • 10% discount for UTS alumni
  • 10% discount for 3 or more enrolments in UTS Business School microcredentials (same person or same organisation)

Discounts cannot be combined and only one discount can be applied per person per course session. Discounts can only be applied to the full price. Discounts cannot be applied to any offered special price. 

How to obtain your discount voucher code

  • Please contact the team at with your student number, strategic partnership details or details of group enrolments, to obtain your discount voucher code. 

How to apply your discount voucher 

  • If you are eligible for a UTS alumni discount, please ensure you have provided your UTS student number during checkout. If you have forgotten your UTS student number, email with your full name, UTS degree and year of commencement.  
  • Add this course to your cart 
  • Click on "View Cart" (blue shopping trolley at top right of screen). You will need to sign in or sign up to UTS Open 
  • Enter your eligible code beneath the "Have a voucher code?" prompt and click on the blue "Apply" button 
  • Verify your voucher code has been successfully applied before clicking on the blue "Checkout" button. 

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Acknowledgement of Country

UTS acknowledges the Gadigal people of the Eora Nation, the Boorooberongal people of the Dharug Nation, the Bidiagal people and the Gamaygal people, upon whose ancestral lands our university stands. We would also like to pay respect to the Elders both past and present, acknowledging them as the traditional custodians of knowledge for these lands.