Why Study/Key Benefits

• The Master of Media and Communication develops advanced production, digital technology, research and project-management capabilities for contemporary media industries.
• Students complete an industry-based project through Media Industry Experience, providing exposure to professional practice and industry connections.
• The Social Media Management specialisation focuses specifically on developing skills to drive social-media engagement and prepare for roles such as social media manager, strategist or coordinator.
• The programme combines media theory with practical digital-media, communication and analytics skills.
• Students develop capabilities in social-media communication, branding, online communities and social-media analytics.
• The course is suitable for students who want to move into professional social-media and digital-communication roles or enhance existing media and communication experience.

Programme Structure and Subjects/Topics

The programme requires 200 credit points.

Core units – 100 credit points:

1. Media Ecologies – MDA60021 – 12.5 credit points
2. Writing for Social and Mobile Media – MDA70001 – 12.5 credit points
3. Digital Cultures: Aesthetics, Markets, Industries – MDA70005 – 12.5 credit points
4. Media Industry Experience – MDA80006 – 25 credit points
5. Data Analytics and Visualisation – MDA80009 – 12.5 credit points
6. Multiplatform Media Production and Practice – MDA80013 – 12.5 credit points
7. Immersive Media Experiences – MDA80010 – 12.5 credit points.

Social Media Management specialisation – 50 credit points:

1. Social Media Communication – MDA70008 – 12.5 credit points
2. Social Media Branding and Engagement – MDA80007 – 12.5 credit points
3. Social Media Networks and Communities – MDA80011 – 12.5 credit points
4. Social Media Analytics – MDA80012 – 12.5 credit points.

Disciplines/Specialisations

The current Master of Media and Communication provides four specialisation options:

• Media Practice
• Advanced Media Practice
• Strategic Communication
• Social Media Management.

The requested specialisation is Social Media Management.

Its four specialist units are:

• Social Media Communication
• Social Media Branding and Engagement
• Social Media Networks and Communities
• Social Media Analytics.

Programme Highlights

• 200-credit-point master's qualification.
• Two-year standard full-time duration.
• Possible 1.5-year pathway for eligible applicants.
• Hawthorn campus in Melbourne.
• March and August 2027 intakes.
• Industry-based Media Industry Experience.
• Practical and analytical media education.
• Digital-media and contemporary communication focus.
• Social-media communication and engagement.
• Social-media branding.
• Social-media networks and online communities.
• Social-media analytics.
• Multiplatform media production.
• Immersive media.
• Data analytics and visualisation.
• Professional project-management and research capabilities.

Career Outcomes

The Social Media Management specialisation is designed to prepare students for professional social-media and digital-communication careers.

Swinburne specifically identifies potential roles such as:

• Social media manager
• Social media strategist
• Social media coordinator.

The wider Master of Media and Communication can also support career directions in:

• Public relations
• Web development
• Journalism
• Publishing
• Digital media
• Media production
• Communications
• Social-media content and strategy
• Media project management. 

Latest Updates/Special Requirements

• Current course: Master of Media and Communication.
• Specialisation: Social Media Management.
• Course code: MA-MCO.
• CRICOS code: 093362D.
• Current standard duration: 2 years full-time.
• Possible advanced-standing duration: 1.5 years full-time for eligible applicants.
• Current 2027 intakes: 1 March and 2 August.
• Current application deadlines: 24 February and 28 July 2027.
• Campus: Hawthorn.
• Total course volume: 200 credit points.
• International admission English requirement: IELTS Academic 6.0 overall, no band below 6.0.
• Applicants using relevant work experience for the 1.5-year pathway must provide a CV and supporting evidence.
• Credit transfer and Recognition of Prior Learning are assessed individually.
• The programme includes a 25-credit-point Media Industry Experience unit.
• The supplied IPU programme URL is not specific to this Swinburne course and should not be used to establish its subjects, fees, admission criteria or intakes.

International Student Visa Requirements

International students intending to study this course in Australia generally require an Australian Student visa, subclass 500.

This course is CRICOS registered under 093362D and is delivered at Swinburne's Hawthorn campus.

Key requirements generally include:

• a valid Confirmation of Enrolment (CoE)
• enrolment in the required full-time registered course
• Overseas Student Health Cover (OSHC)
• satisfaction of the Genuine Student requirement
• evidence of sufficient financial capacity where required
• satisfaction of health and character requirements
• compliance with Student visa conditions.