Gain the knowledge and tools required to plan and execute a successful digital marketing strategy. From understanding the marketing mix to campaign objectives, learn how to generate awareness, increase acquisition, and drive engagement.

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Future Skills Short CourseProject Management for ProfessionalsDuration 6 weeks, 8 hours per weekNext start 11 Aug 2025Future Skills Short CourseContent and Social Media MarketingDuration 6 weeks, 8 - 10 hours per weekNext start 11 Aug 2025
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Digital Marketing Strategy
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Online
Level up your skills and qualifications as a digital native
Teaming up with the best in industry, our Future Skills courses lean into the future of work to deliver the best in structured, mentor-supported, 100% online education.
With the proliferation of digital technologies and social media platforms, it’s become essential that a robust digital marketing strategy is the foundation to the success of any product or service. From understanding your customer, to constructing your brand or product’s unique selling proposition, our course will provide you with the knowledge, skills, and tactics to construct, deploy, and measure your own digital marketing strategy.
So why study Digital Marketing Strategy with us?
• Gain an effective toolkit to execute an effective and successful digital marketing strategy: By the end of this course, you’ll have real world skills by developing and reviewing a digital marketing strategy that can be applied directly into your role or project
• Learn the skills required to enhance every phase of the marketing funnel: Understand the key drivers and metrics of the ACCR (awareness, consideration, conversion, and retention) and the key strategies to improve awareness, engagement and the performance your marketing efforts
Our Digital Marketing Strategy course is ideal for:
- Junior marketing professionals looking to upskill their digital marketing capabilities to apply to their current role, or to increase their employment opportunities.
- Entrepreneurs with a startup or side hustle in need of the tools and knowledge to launch and scale their project
- Mid-senior managers from non-marketing backgrounds looking to understand how digital marketing strategies can drive business excellence
By the end of this course you'll be able to:
- Create a multi-channel marketing strategy and an audience development plan, supported by audience, product, context and market analysis
- Create an audience development plan by identifying the key marketing platforms, success metrics and optimisation actions
Learn the theory, then get hands-on identifying customer behaviour and segmentation, understanding SEO strategies and driving social-media campaigns. You'll learn how to amplify messages online, along with the grounding to set up your digital marketing strategy.
Throughout this course, you'll create an integrated marketing plan, gaining experience in identifying personas and product unique selling propositions (USPs), mapping the customer journey, developing campaign objectives, and creating a channel plan. You'll be supported by industry experts and mentors, as well as working with a dynamic community of learners from a range of careers and backgrounds.
At RMIT Online, we're committed to supporting your lifelong learning journey. Our flexible learning pathways can be tailored to align with your individual educational goals. When taken in combination with other specific Future Skills short courses, this course is eligible for credit into certain RMIT degree programs, subject to entry requirements. Click here for more information.
This course can be taken as standalone but has been designed to be taken as part of a two-course Digital Marketing Strategy + Campaigns bundle (with a saving of 10% across both courses). For a more comprehensive understanding of business analytics, we recommend that you also complete Implementing Digital Marketing Campaigns.
Course Overview
Learn more about our Digital Marketing Strategy course in the video below.
Digital marketing is marketing delivered through digital channels.We usually don't do the distinction between digital and non-digital marketing,we just obviously are specialized in digital channels.For me digital marketing is using digital channels to reach your audienceand there's a lot of them now, they can be search engines, websites, apps, email, social, display...I like to think of digital marketing in four ways.You've got the owned channels – it's your website, it's your mobile app,it could be your physical store, for example.Earned marketing is the concept of your consumers,if they're happy,writing reviews and sharing content on your behalf,where you don't have to pay for that.And then paid marketing is really the world ofadvertising where you're spending money to get a message in front of a person.Then there's direct marketing, which is once you have a consumer as a businessyour ability to then reach out to them more directly through channels likeemail, through direct marketing or a phone conversation.Marketing has been in place for many years – very successful in terms of offline channels that have beenused, whether that might be direct marketing, TV, radio kind of channels.But digital marketing over the last few years has really exploded in terms of growth and impact.The big shift has really been for the availability oftechnologies like mobile phones as well as the fact that we're now connected to one another.You're carrying your mobile phone with you at all times and digitalmarketing in some channels have a high capacity of finding the right personbecause as you browse, as you use your phone, or your computer, you're leavingbreadcrumbs, traces of the things that you like and the things that you do.And all those things become tools for us to find you as an audience, as a potentialcustomer, for – you know – a brand or a product.So it could be that through past browsing behaviour...a number of users have exhibited a behaviour aroundbeing in market to buy some shoes or trainers, so then you can actually pay tomarket to them in display advertising regardless of where the website is.So it's kind of removing the context of the website and following the userrather than the site itself. One of the things that's really holding manybusinesses back from embracing this change – there's still some of the oldorganizational silos that they have, where marketing do one thing then thesales team do the other and the service team do the next. So if you think aboutthis in the context of what the customer need is, and then rallying yourselvesaround those customer needs rather than marketing as a function, then you'llarguably be better placed than most large organizations today to adapt to that change.Most of the brands are still figuring out how to create a goodcombination of digital channels, and traditional channels as well in theirmarketing strategies. A good combination in a way that those channels arecomplementary to each other and not just repeating the same content in a different format.Through digital – especially social channels, or even if you have an app,or anything like that – you can create that two-waycommunication and that allows you to create not only communication butservices and products and things that will make people's lives easier so themarketing starts to leak out of the just promotion part of it, and starts tocreate things that are actually valuable for people's lives.
Career Outlook
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Course Structure
Learn more about Digital Marketing StrategyModule 1: What is your message and who is your customer?
+Explore the digital marketing landscape and marketing objectives
- Learn how to understand your customer through customer personas
- Uncover empathy maps and key problems to be solved
Module 2: Marketing mix and the unique selling proposition (USPs)
+- Conduct a SWOT analysis and strategically review your project/business
- Examine the marketing mix and how it can assist you in achieving your marketing goals
- Discover your unique selling proposition (USP)
Module 3: Content, the customer journey, and campaign objectives
+- Learn how various digital channels can be used throughout the marketing funnel
- Explore search marketing, content themes and amplification
- Investigate how social media and email can be vital digital channels
- Deep dive into display, digital PR, and partnerships
- Understand the KPIs and metrics used for your campaign metrics
Module 4: Digital Channels
+- Discover the six main digital media channel types
- Explore paid, owned, and earned digital channels such as SEO, PPc and email marketing
Module 5: Digital planning framework
+- Comprehend how to use the marketing funnel as a planning framework
- Investigate the awareness, consideration, conversion, and retention stages of the marketing funnel
- Understand how conversion rate optimisation (CRO) is vital to the success of your project
Module 6: Next Steps
+- Explore the methods and ways to measure the success of your strategy
- Consider your next steps in your digital marketing journey
- Examine further learning opportunities with RMIT Online
Learn with industry experts

Senior Strategic Marketing Manager (APAC), Eventbrite
With 10 years' experience in the marketing and communications industry, Priya has spent the majority of her career working in the online technology space and alongside web developers, UX designers and product owners. She has developed a deep understanding of how product and brand converge to create memorable customer...
With 10 years' experience in the marketing and communications industry, Priya has spent the majority of her career working in the online technology space and alongside web developers, UX designers and product owners. She has developed a deep understanding of how product and brand converge to create memorable customer experiences and the importance this plays in driving adoption and building advocacy. Now as Senior Product Marketing Manager at Eventbrite Australia and New Zealand, Priya is focused on bringing Eventbrite’s world-class product and continuous innovation to local event creators and attendees.

Senior Manager - Member Engagement, Vitality at AIA Australia
Rob began his career in creative agencies, leading strategic advertising initiatives for some of Australia's most-loved brands. Moving client side in 2016, Rob worked as Senior Go-To-Market Manager within the digital media and branded content team. Rob recently joined MYOB as a Product Marketing Manager, responsible for marketing SaaS...
Rob began his career in creative agencies, leading strategic advertising initiatives for some of Australia's most-loved brands. Moving client side in 2016, Rob worked as Senior Go-To-Market Manager within the digital media and branded content team. Rob recently joined MYOB as a Product Marketing Manager, responsible for marketing SaaS products across Australia and New Zealand. Rob is excited by the intersection of creativity, technology and marketing strategy and can't wait to share this passion in his mentoring role.

Expert industry mentor
Jo is an experienced revenue and marketing manager with a master’s in marketing. Expertise in the travel, tourism, hospitality, and catering sectors, both B2B and B2C. Significant experience in brand and local area marketing, coaching of SME’s with practice in ABL and BTL marketing, specialising in optimising a business’s...
Jo is an experienced revenue and marketing manager with a master’s in marketing. Expertise in the travel, tourism, hospitality, and catering sectors, both B2B and B2C. Significant experience in brand and local area marketing, coaching of SME’s with practice in ABL and BTL marketing, specialising in optimising a business’s digital footprint. Jo is process-driven with a strong business acumen alongside outstanding analytical skills who assist businesses build revenue occupancy and yield through integrated marketing and revenue strategies and tactics.

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