Graduate Certificate in Digital Marketing Leadership

By the end of this course, you'll be able to:

1. Critically examine theories and evidence about the drivers and barriers to successful digital transformation of marketing functions. 
2. Formulate plans to mature or transform the digital capability of a marketing function to create business and customer value including assessing digital maturity, people, processes and technology. 
3. Assess and justify the selection of various advanced digital communication tools or media channels as strategic resources to improve customer experience and marketing performance. 
4. Design and derive relevant analytics and insights that ethically profile customers and inform marketing strategy. 
5. Assess the emerging marketing technology landscape such as the interrelationship among data, technology and platforms to identify opportunities and recommend solutions. 
6. Develop evidence-based and reflective leadership approaches and effectively communicate initiatives with a variety of business stakeholders. 

Develop the skills to drive transformative change, utilising data analytics for consumer insights and optimising marketing performance. You will learn to apply data-driven decision-making alongside creative digital strategies, enabling you to stay ahead and achieve objectives in a competitive market. Gain certification in selecting marketing technologies, including AI, machine learning and automation, guiding you through the process from concept development to implementation.  

Recommended study pattern

Subjects in this Graduate Certificate:

MKTG1520 Customer First Digital Marketing  

INTE2556 Consumer Analytics  

MKTG1518 Marketing Technologies 

MKTG1521 Leading Digital Transformation in Marketing. 

Award requirements

Completion of subjects as per the recommended study pattern.

Choose your subjects

Majors

Customer First Digital Marketing    

In this course, you will evaluate and develop customer-centric, or customer-first strategies that grow customer and business value leveraging digital communication tools and media channels. Initially, students will learn about the purpose and application of fundamental digital marketing tools and media channels such as search engine marketing, online public relations, online partnerships, display advertising, email marketing, and social media marketing. The remainder and majority of the course focuses on customer ecosystem thinking, mapping and improving customer experiences both online and offline such as building customer journeys, programmatic targeting, multi-moment personalised targeting, personalised content development and automation. Students will be able to select the right digital tools to be used as strategic resources and know how to measure and optimise marketing spending. The course also discusses data usage, protection policies, and other managerial issues. 

Upon completion of this course, students should be able to understand how advanced digital communication tools or media channels are used as strategic resources to improve customer experience and marketing performance and be able to recommend an omnichannel customer experience strategy. 

Consumer Analytics   

This course introduces students to the capabilities of data science and analytics tools to solve problems at the interface of organisations and consumers. In this course you will make the kinds of proposals, reports and presentations that are used in a business context. During this course you will critically evaluate the published literature and use case studies to design creative analytics approaches that improve a product or service and/or measure the effectiveness of marketing strategies. You will also learn how to appropriately communicate consumer analytics strategy to identified stakeholders. 

Marketing Technologies   

The course provides a holistic understanding of the emerging marketing technology (MarTech) landscape, including the data, technology and platform ecosystem. By understanding the trends driving that landscape, marketing leaders will be open to ‘emerging technologies’ and be able to identify the value and relevance of MarTech to organisations ie a Market Landscape Analysis report with Concept Map. The focus of the course is on the implementation of suitable MarTech stack use cases proposal this will allow students to achieve marketing objectives.  

Upon completion of this course, students should be able to understand the emerging marketing technology landscape, the drivers and barriers to the digital transformation of marketing functions, and be able to recommend solutions that provide value to the business and its stakeholders. 

Leading Digital Transformation in Marketing    

This course covers the key elements of digital marketing transformation, in relation to the digital business transformation of organisations. Marketing leaders need to assess the organisation’s digital marketing maturity and readiness for transformation and devise a plan to address key enabler gaps relating to people, process and technology. Then, they can construct a digital marketing transformation strategy and evaluate its feasibility and implications for the organisation. 

Upon completion of this course, students should be able to assess digital maturity, people, processes and technology of the organisation, and be able to formulate and communicate plans to mature or transform the digital capability of a marketing function to create business and customer value.  

Open Universities Australia is a not-for-profit organisation. You will not pay any fees for using our services.

Indicative total fee $15,840

The amounts shown here are indicative for an Australian citizen studying full-time, which is typically 8 subjects per year.

Fees may vary depending on:

• the subjects you choose
• credit from previous work experience
• your eligibility for government funding loans or subsidies such as HECS-HELP or a Commonwealth supported place.

To learn more, go to Fees or contact a student advisor.

One of Australia's largest dual-sector institutes, offering both TAFE and higher education, RMIT University proudly delivers work-related education and practical research relevant to current business and community needs. More than 96,000 students study with RMIT, and many of their degrees are available through Open Universities Australia.

Learn more about RMIT University.

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QS World University Ranking 2025, within Australia:

10

Times Higher Education World University Ranking 2025, within Australia:

16

To be eligible for the Graduate Certificate in Digital Marketing Leadership, you must have: 

• An Australian bachelor degree or equivalent, or higher level qualification, in any discipline from a recognised tertiary institution. 

If you do not meet the above entry requirement for the Graduate Certificate, you may be considered if you have five years of full-time experience working in a marketing role. 

All applicants will be required to submit a curriculum vitae (CV). 

*If your qualification was completed more than 10 years ago you will need to provide evidence of ongoing professional work and/or professional development in the same discipline as the program for which you are seeking entry. 

You must meet the University’s minimum English language requirements to be eligible for a place in this program.   

Refer to the English requirements for postgraduate coursework programs. 

Australian Student Visas:

RMIT Online’s Graduate Certificate in Digital Marketing Leadership does not meet Australian student visa requirements. For an Australian student visa, you must have an on-campus place in a program of study, such as our Master of Cyber Security. For more details on RMIT’s on-campus programs visit rmit.edu.au.

RMIT assesses each student’s prior learning and qualifications to grant credit so you can complete your online postgraduate degree sooner. Your application will be decided on a case-by-case basis. RMIT aims to grant as much credit as possible at the time of offer, so it’s important to provide as much evidence of prior study and work experience as possible with your application. 

Speak to our Enrolment Advisors to find out more

Pathways and credit 

• Upon successful completion of the Graduate Certificate in Digital Marketing Leadership you will be eligible to continue your studies in the Online Master of Business Administration (MBA) with 48 credit points (4 courses) worth of credit. 
• Applicants who have completed studies or have partially completed a similar program at another institution (with entry criteria similar to this program) may be accepted with some credits or exemptions being granted towards this program, subject to RMIT admission and credit policy and processes. 
• You may be eligible for further credit. Exemptions from this program will be assessed consistent with the principles of the RMIT Credit Policy.