This course will operate under a student workload model based on 100 credit points for a full-time academic year. One credit point is deemed to be equivalent to one hour of student work per week over a semester, whether in contact with staff or in private study. Four units of study, each worth 12.5 credit points, will generally be taken each semester. The typical student's average weekly workload during semester is therefore expected to be 50 hours. Total student contact hours, including lectures, classes, tutorials, flexible learning and laboratory and field sessions will be approximately 16 hours/week during academic semesters.

Students in the Bachelor of  Arts (Digital Media and Marketing) must complete 300 credit points, or 24 units of 12.5 credit points each. These units will comprise of one Professional Major and one Co-Major as follows: 

• Digital Media Major (Faculty of Life and Social Sciences), normally 16 units of 12.5 credit points each (200 credit points);
• Marketing (Faculty of Business and Enterprise) for non-Business students (100 credit points).

Additionally the following rules apply.

• The non-credit unit HAC0001 Careers in the Curriculum is compulsory.
• Two Major Project units must be completed as part of the major studies sequence.
• The same unit cannot be counted more than once. Where there are overlaps in Majors, Co-Majors or Minors, the 300 credit points of study must be made up in the first instance by a Minor where 50 credit points is required, otherwise by freeelectives or Options Plus units.
• Students will normally not be permitted to successfully complete more than 26 units (325 credit points).
• Professional Major Co-ordinators have the authority to approve alternative units if required for students to complete in a timely fashion. To be noted at Faculty Academic Committee.

Careers in the Curriculum (CIC) (HAC0001)
Students must complete this compulsory unit of study to be awarded the degree. CIC is an innovative unit designed to assist Swinburne students to enhance their employability and career prospects. It is usually undertaken in the second year of their course and is compulsory for all undergraduate students. Students studying CIC will not incur a HECS or fee debt as the cost will be met by the university as part of an initiative to enhance students' career skills.
 
Final Year Experience - Major Projects
As part of the Swinburne Model for Professional Learning, all incoming undergraduates will undertake 25 credit points of professionally focused final year major projects within their programs of study. Entry with advanced standing may require alternate study sequences to be undertaken.

Winter and Summer Term
This program also provides opportunities to undertake study in an optional six-week Winter and Summer term allowing you to complete extra study between the standard semesters.  These terms are not mandatory.  However, if you wish to vary your study load you may want to consider this option.
 
Options Plus 
Students will have access to a small set of approved individual 'Options Plus' units of study which provide either a distinctive learning experience or targeted study support. This could include optional study tours, an Intercultural Communications unit, and an ‘introduction to undergraduate research’ unit. In some cases, students may be advised or directed to take specially targeted Options Plus units, for example the Analysing and Writing English unit to be offered for credit in Winter Term for NESB students.

Students undertaking a full 300 credit point program are allowed to substitute at least one Options Plus unit for one existing unit within their Co-Major – but not in their Professional Major. They will be advised by their faculty on which unit(s) of the Co-Major. In the case of students who enter with significant levels of advanced standing and whose program is therefore composed only of a Professional Major, the faculty may approve a substitution, or else require the students to undertake the Options Plus unit in addition to their Major studies. 

(International students holding a student visa are required to study full-time and cannot take this course part-time.)

Professional Majors A Professional Major (200 credit points or 16 units of study) in Arts is designed to provide students with appropriate breadth and depth of knowledge in a particular field of study and provide suitable preparation for professional graduate employment. It may be based on a single, recognised discipline, or it may be inter-disciplinary in character.

Study areas in the Digital Media Professional Major include 3D animation, animation software, audio and video production, and web design.

Co-Majors
A Co-Major (100 credit points or 8 units of study) is a sequence of study focused on a specific discipline and is normally self-contained, in that it includes any requisite foundation studies.

Study areas in the Marketing Co-Major include how companies manage demand for their products and services through communication, product renewal and product creation. Students who combine marketing with their major studies can discover the significance of marketing in the wider business context, and how marketing is achieved through the building up and endorsement of a customer focus.

Digital Media Major
HAC113 Professional Communication Practice
HET332 Interactive Multimedia    
HET113 The Internet and World Wide Web 1 (replaced by HIT1091 Web Development)
HET215 Multimedia Applications 
HET213 User Experience Design (recoded as HAD213 User Experience Design)
HET222 Digital Video and Audio (recoded as HAD122 Digital Video and Audio)
HAC103 Writing Fiction  (replaces HET236 Writing for Interactive Narratives from 2011 and recoded as HAGM203 Writing for Interactive Narratives)
HET238 3D Modelling (recoded as HAGM238 3D Modelling)
HET401 Multimedia Project 1 (recoded as HAD301 Digital Media Project 1)
HET324 Media Theory, DVD and Compositing (recoded as HAD240 Digital Narratives)
HET120 Interactive Games Structures (recoded as HAGM100 Interactive Games Structures)
HET123 The Internet and World Wide Web 2 * or Elective (choose from HDC004 Digital Design or HAC213 Intercultural Communications)
HET407 Multimedia Technology (recoded as HAD307 Multimedia Technology)
HET402 Multimedia Project 2 (recoded as HAD302 Digital Media Project 2)
HET325 Principles of Game Design (recoded as HAGM101 Principles of Game Design)
HET217 Business of Games ** or Elective (choose from HDC004 Digital Design or HAC213 Intercultural Communications)

Note: Electives may be drawn from other discipline areas subject to prerequisites and timetabling constraints.  
* replaced by HIT3323 Web Programming
** replaced by HAM220 Business of Media

Marketing Co-Major
HBM110N Fundamentals of Marketing
HBM220N Buyer Behaviour
HBM221N Marketing Research
HBM353N Strategic Marketing
HBM226N Marketing Decision Analysis
HBM351N Selling and Sales Management
HBM350N Marketing Planning
HBM352N Integrated Marketing Communication

The Bachelor of Arts (Digital Media and Marketing) aims to produce graduates with a broad range of multimedia production skills plus a thorough understanding of how multimedia and the Internet is revolutionising the way business is being conducted, in particular how the practice of marketing is changing via digital channels provided the World Wide Web and mobile communication technologies.

A graduate of the Bachelor of Arts (Digital Media and Marketing) should:

• have a sound and broad knowledge of the design of multimedia applications and an appreciation of the various skills required;
• have skills in the application of learning and instructional design principles to structured multimedia applications;
• have the ability to function effectively as an individual and in project teams, whether as manager, leader or team member;
• have the communication and management skills required to successfully manage multimedia development projects;
• be prepared for the rapidly evolving multimedia industry by developing their life-long learning skills and flexibility of mind;
• have a thorough understanding of the way end-to-end enterprise-wide technologies are changing the way business is conducted;
• have the means to participate in and understand the development of sophisticated methods of customer data management, with corresponding improvements in business efficiency and potential customer satisfaction;
• have an understanding of the changing face of multimedia, in relation to both acceleration in the use and development of technology, and its impact on society.

In addition to the typical career options for marketing graduates such as public relations, advertising, product/brand management, market research, direct marketing and international marketing, graduates of this course are qualified to pursue further career opportunities in e-commerce consulting, customer relationship management, digital media production, web design, video production and animation.

Swinburne intends that its teaching programs assist all its graduates to be:

• capable in their chosen professional, vocational or study areas;
• entrepreneurial in contributing to innovation and development within their business, workplace or community;
• effective and ethical in work and community situations;
• adaptable and manage change;
• aware of local and international environments in which they will be contributing (such as sociocultural, economic, natural).

For information about Swinburne's fees visit: www.swinburne.edu.au/fees