Ian is the Head of the Media and Advertising Faculty at Macleay College. Ian has extensive international experience in the design, broadcast and advertising industries. These include creative postings in London (Frame Store), Barcelona (OFramestore), Vienna (DMC), Hamburg (Premiere), Berlin (Metadesign) and Sydney (VPB). His portfolio of work includes branding and advertising campaigns for the ABC, the Olympics, Samsung and NSW Tourism. Ian has created award-winning commercials, advertising campaigns, corporate films and documentaries, both in Australia and overseas. His latest film “OUT in the line-up” has picked up awards in Australia, US and Europe.
DIPLOMA OF DIGITAL MEDIAfind out more
If you love everything digital, spend hours searching the web, watch bloggers on YouTube and cannot go a day without checking Social Media then our new Diploma of Digital Media is for you!
In just 12 months you’ll learn the practical skills needed to design and develop digital media communications, produce video and audio content, think creatively, and problem solve – everything you need to kick-start a career in this dynamic world of digital media.
To round out your studies, during your final trimester, you’ll put your study of Digital Media into practice through our internship placement program. Working within the industry, you will gain hands-on experience, build your own professional contacts list and see what it’s really like to work in media, communications and digital. Your internship will help get you one step closer to a job before you’ve even graduated.
After completion of the Diploma of Digital Media, you have the opportunity to articulate into the Bachelor of Digital Media, dependant on passing all subjects in the Diploma of Digital Media.
For information on admission into the Diploma of Digital Media click here.
This qualification is recognised in the Australian Qualifications Framework and accredited until 2023 (CRICOS Code 094059C).
Full Time1 Year
Part Time2 Years
|CREATIVE THINKINGCreative thinking is a critical life skill that can be applied to any type of problem or scenario, and can benefit every business and industry. Creativity is quickly becoming the central guiding force in the world economy, displacing the importance of technology in recent years. In this unit, students learn skills to observe, analyse, reflect, problem solve, generate creative solutions, evaluate and critically appraise their own and other’s solutions.|
|DIGITAL DESIGNThis unit delivers students theoretical knowledge and practical skills in order to create digital artwork, presentations and pre-press production for print and online advertising. It trains students in the industry standard production software: Adobe Creative Suite (Photoshop, Illustrator, InDesign and Acrobat). Students will also learn basic design and art direction skills using form, colour, typography and layout in order to compose posters, brochures, advertisements and presentations.|
|INFORMATION & COMMUNICATION TECHNOLOGIESThis unit engages students with both a theoretical and practical understanding of the key concepts of information and communications technology (ICT) and its relationship to digital media. It provides a historical context for the convergence of audio-visual and communications systems with computer networks. The unit also examines the role of digital communications and the integration of telecommunications, hardware, software, storage and audio-visual systems, which enable users not only to access, store, transmit and manipulate information, but also create and access new platforms and tools to create and share information. The unit will also contextualise the creation of content within the ICT space, as well as looking at ethical and sustainability issues and the employment and entrepreneurial opportunities this presents. It will specifically explore the potential for future development of digital media specialisations in written content, digital video, interactive design as well as digital business, marketing and journalism.|
|WRITTEN COMMUNICATIONSThis unit introduces students to the key theories, styles, roles and importance of written communication within the context of the digital media industries. The unit presents students with concepts, methodologies and practical experience in constructing and revising writing for a variety of specified outcomes that include: academic writing, copywriting, editorial writing, creative writing for digital platforms and writing for presentations. Students will investigate the cultural heritage of written forms. They will also learn how to evaluate the appropriate form and style of writing for specific audiences, in order to engage readership and construct powerful and impactful pieces of writing. The students will have opportunities to interact with writing and written pieces in a range of genres broadening their cultural and professional landscapes.|
|RESEARCH & INSIGHTThis unit engages students with both a theoretical and practical understanding of the key source of creative ideas in advertising and media – Research & Insight. The learning and assessments will introduce students to methods and strategies for conducting research with an aim to generating innovative observations and insights that can feed opportunities and ideas. The unit will be a combination of face-to-face lectures, tutorials and independent activities and investigation into the behaviour of contemporary audiences and their worlds, and finding their motivation towards future engagement with innovative products and services.|
|DIGITAL VISUALISATIONThis unit engages students with both a theoretical and practical understanding of the key source of creative ideas in advertising and media – Research & Insight. The learning and assessments will introduce students to methods and strategies for conducting research with an aim to generating innovative observations and insights that can feed opportunities and ideas. The unit will be a combination of face-to-face lectures, tutorials and independent activities and investigation into the behaviour of contemporary audiences and their worlds, and finding their motivation towards future engagement with innovative products and services.|
|BEHAVIOURAL PSYCHOLOGYThis subject introduces students to the strategic, creative and ideation processes with emphasis on the written component of advertising. The subject is delivered in two halves – the first 6 weeks focuses on copywriting for traditional media (press, print, outdoor, direct mail etc) and non-traditional media (web, social media, SMS, events, gaming, product placement etc). The second half instructs students in scripting and directing of radio.|
|TRIMESTER 2 SPECIALISATION UNITS|
|COPYWRITINGThis unit delivers students both theoretical and practical experiences in written communications, and in writing compelling and convincing copy for advertising and media communications. The unit enables students to integrate strategic, creative and ideation processes into targeted advertisements, communications and campaigns across traditional and non-traditional media. At the core of this unit is the central creative idea and how that is transmitted through writing. The delivery of the unit will incorporate a range of teaching and learning strategies including: face-to-face lectures, tutorials, workshops, class discussions, collaborative group activities, student presentations, independent student research and readings.|
|DIGITAL PHOTOGRAPHYThis unit introduces students to the medium of digital photography as it is used in the advertising and digital media professions. The unit investigates advertising and editorial photography with appropriate equipment, such as DSLR cameras. The photographic image today has become a vehicle for trans-media narrative. Students are introduced to digital visual production chains and develop an understanding of the core concepts used in photography. Students work with audio, light, time and motion and explore how these media interact. The unit incorporates technical skills based around camera operation, exposure, lighting and shooting, as well as developing conceptual and stylistic skills, photo shoot planning and budgeting.|
|ADVANCED DIGITAL DESIGNThis unit delivers advanced training in industry standard design and production software (involving appropriate software such as Adobe Creative Suite’s Photoshop, Illustrator, and InDesign). Additional tutorials are available online via blended learning. Students will further develop graphic design, art direction and presentation skills using colour, illustration, typography and layout. Visuals and production-ready artwork will be created for multidiscipline (print and online) communications campaigns and digital media projects.|
|CODING FUNDAMENTALSThis unit introduces students to the language of coding and its relevance and implementation in digital media. Students will gain overarching knowledge about what coding is, what it is used for, and the role it can play in the development of digital media projects and future technological development. The unit will explore a number of industry standard coding languages and define parameters for decision making around which coding language is best suited to which business and technological issue. In addition, students will develop hands-on skills in programming in one or more industry standing coding language.|
|FOUNDATIONS OF MARKETINGThis unit introduces marketing both as an organisational philosophy and as a set of strategic actions taken to achieve business goals. Students will develop an understanding of the tools and techniques marketers use in pursuit of their objectives and come to appreciate the positive role that marketing plays in our modern, free enterprise society.|
|FOUNDATIONS OF NEWSIt’s the basis of all journalism; the story. Something the readers, listeners or viewers want to know or need to know. But the internet and social media have disrupted the old certainties. Students will learn the basics skills of news gathering, gaining a broad knowledge of reportage and professional journalism. They will study and analyse the emerging developments in news – the proliferation of news sources and new technologies for media consumption, the participation by consumers in the dissemination and creation of news, the personalisation of news and the importance of building and protecting news sources. They will use that knowledge to develop their own news gathering models, adapting professional practices to solve the problems of the differing agendas of old media and new, and the news consumers of the future.|
|STORY & NARRATIVEThe unit will cover the fundamentals of story, character and structure through a combination of theoretical and hands-on exercises. This unit examines why story and narrative is an essential and fundamental tool in the creation of content for digital media. In this unit, students will research and review various aspects of story and narrative, including genre, style and theme. The student will be able to apply knowledge and skills to create stories and narratives and apply these to their area of digital media specialisation.|
|SOCIAL MEDIA STRATEGYThis unit focuses on the creative process, development and implementation of non-traditional, trans-media and online communications solutions. It looks at how creative ideas can be applied to a combination of digital media formats, including: Online, Social, Experiential Events, Mobile and PR to create social media campaigns. It also explains brand strategy, testimonial style advertising and the viral effect. The unit examines the rapidly growing role social media plays in developing advertising and media campaigns, by requiring students to devise creative solutions and presentations. Students will also be required to investigate the analytical and data measurement component of communications initiatives in social media.|
|INTERNSHIP 1 (84 HOURS)As a result of successfully completing this unit, students should adopt a mature, informed and confident stance toward the world of work and those inhabiting it. They should appreciate the value of planning and preparation and its effect on their initial job search and subsequent career progression.|
|TRIMESTER 3 SPECIALISATION UNITS|
|AUDIO STORYTELLINGThis unit delivers students both theoretical and practical experiences in audio storytelling. The unit covers both broadcast and webcast, in the form of radio copywriting and production, and audio creation and production for podcasts. Students are introduced to the subtleties, difficulties and advantages of using sound-only medium. The unit will also require students to investigate the future of radio and other audio platforms as integrated mediums with digital, online, video and social media components.|
|VIDEO PRODUCTIONThis unit introduces students to the production process of making advertising videos, and films for TV, cinema and online. It covers the roles and processes in pre-production (director’s treatment, storyboard, location research, casting, styling, music, voice-over, graphics, production scheduling and budgeting). It also gives students understanding and practical hands-on experience with the production skills involved in filming and editing an advertising film.|
|USER EXPERIENCEIn this unit, students will gain real-world skills and knowledge to be better able to design and develop User Experiences (UX). The unit will cover UX for web and mobile with learning through a combination of theoretical and hands-on exercises. This unit examines why UX Design is critical to the success of any website, mobile app or any product or service interaction, and why it provides a key competitive advantage. The student will research and review various aspects of target audience research, product development, design, technical implementation, marketing and feedback. The delivery of the unit will incorporate a range of teaching and learning strategies including: face-to-face lectures, tutorials, workshops, class discussions, collaborative group activities, student presentations, independent student research, readings and blended learning.|
|DATA & ANALYTICSThis unit introduces students to the role of data analysis in web and app development. It develops skills in statistical analysis and the interpretation of data, both quantitative and qualitative. It shows how digital assets can be developed and optimised through the collection and analysis of data. The delivery of the unit will incorporate a range of teaching and learning strategies including: face-to-face lectures, tutorials, workshops, class discussions, collaborative group activities, student presentations, independent student research, readings and blended learning.|
|CONSUMER BEHAVIOURThis unit explores the world of the consumer and what motivates and influences them in the decision-making process. Students examine what shapes these influences by looking at internal factors of perception, personality and attitudes, as well as the external factors of culture, social class, age and lifestyle. The delivery of the unit will incorporate a range of teaching and learning strategies including: face-to-face lectures, tutorials, workshops, class discussions, collaborative group activities, student presentations, independent student research and readings.|
|BUSINESS FUNDAMENTALSThis unit provides students with insight into what management does and how it works effectively within an organisation. Effective management happens at three levels within the organisation – successful organisational management, people management and self-management. When all three align to plan, manage, lead and control, the organisation’s activity becomes focused on achieving the right objectives in the most appropriate way. Topics include: understanding and leading teams, as well as building self-awareness and management through personal profiling and emotional intelligence; the environment in which the modern organisation operates and the key mandates for modern managers to keep their organisations sustainably competitive – such as leading change and leading a learning organisation; key elements of managing people in organisations, considering internal and external factors, the individual needs and company drivers.|
|NEWS RESEARCH & DATA JOURNALISMData journalism is a journalistic process based on analysing and filtering large data sets for the purpose of creating a new story. Data-driven journalism deals with open data that is freely available online and analysed with open source tools. Data driven journalism might help to put journalists into a role relevant for society in a new way. In this unit you will develop your research skills, learn how to use official and unofficial sources of information. Build your own contacts book. Learn how to use the internet as a research tool. Data mining – large scale information gathering to produce stories. What is the Freedom of Information Act and how to use it?|
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With job titles being created almost daily, Digital Media graduates have unlimited career options. The Digital Media course specialisations help to give you an idea of some of the specific job roles that the course can prepare you for:
WRITTEN COMMUNICATIONS / DIGITAL COPYWRITER
Become a specialist writer for digital media, this can include writing copy for websites, apps, blog posts, online articles and communications for businesses as well as strategy & copy for social media campaigns
DIGITAL VIDEO / DIGITAL VIDEO PRODUCER
Develop and implement strategic concepts for photo and video productions, then produce these as screen content for digital media such as branded content videos, explainer videos, online advertising films, internal communications videos, music videos and short films
DIGITAL MARKETING/ DIGITAL & SOCIAL MEDIA MARKETER
Become a specialist digital and social media marketer who develops and implements social media campaigns, Facebook advertising campaigns, SEO and SEM marketing and all forms of online communications and marketing.
DIGITAL BUSINESS / E-COMMERCE CO-ORDINATOR
Focus your studies in digital media on the business aspects of the course to become a digital business entrepreneur or e-commerce coordinator. Great if you want to start your own business, or work in management in a larger business that specialises in digital media communications and/or products.
DIGITAL JOURNALISM / DIGITAL CONTENT JOURNALIST
Focus your interest in the digital space by becoming an online producer for a variety of platforms, including news platforms with traditional and non-traditional media organisations. You can use these skills to become a trend content producer for social media platforms like Facebook and Twitter, or become a feature blogger focusing on your area of interest.
Jason Gemenis teaches the Digital Design and Brand Strategy units and has enjoyed passing on his knowledge to Macleay students since 1998. He is a branding and digital strategy expert with over 16 years’ industry experience. He has worked with brands such as McDonalds, Nestle, P&G and Sony Pictures, and keeps himself at the cutting edge of new multichannel campaigns working with DDB, MANGO, Hausmann, and other digital agencies.
Julieann has extensive high-level experience as a visual communicator and graphic designer. Starting her career as an Art Director in publishing in Sydney, Julieann travelled to London and freelanced for Condé Nast. She returned from London to establish Axis Design Works in 1991, a design consultancy specialising in visual identity and image management, branding, packaging, communication materials and strategic marketing. Clients include: American Express, Australian Paralympic Committee, Commonwealth Bank, Fairfax, Sydney Swans, Wesfarmers, RTA. Julieann is currently undertaking a Masters of Applied Positive Psychology (Education).
Cameron Horn is an internationally awarded marketing professional with over 22 years of experience. His Advertising Industry roles have included Creative Director for Reg Grundy Media and Macquarie Media, Senior Creative for Australian Radio Network, Clear Channel and currently Southern Cross Media, as well as Media Liaison and Research for NSW Parliament. He has a Masters in Marketing, a Masters in Professional Writing and has twice won categories at the New York Advertising Festival. Other awards include 7 wins and 18 finalists at Australian Broadcast Advertising Awards.
Glen Fraser teaches the Professional Practice unit and is the Advertising & Media Internship Coordinator. Glen has more than 25 years’ experience in Advertising, Marketing and Communications in Europe and Australia – and has worked at agencies such as Ogilvy London, Y&R Brands and EURO RSCG Australia. He has broad experience across local, independent and multi-national agencies covering FMCG, retail, healthcare fashion, airlines and automotive industries. Glen has spent the last 12 years in agency management as either Partner or MD/CEO.
Cisco Corea teaches MOJO, the mobile journalism unit, and supervises Macleay TV. He is a commercial producer and director with over ten years’ experience in the industry. Currently he runs his own production company jokertheory which services MTV Networks, Hitachi, ANZ Bank, Universal Music and Samsung. He is also the senior producer for Ministry of Sound Radio which is broadcast weekly on the Austereo Network across Australia and New Zealand.