The DMM Programme aims to provide students with interdisciplinary knowledge and skills in the strategic planning, content creation, design, implementation, and management of digital media projects. Through experiential learning, seminars, practices, and research, students will gain a good understanding of integrated communication management, marketing management, project management, and financial management. They are expected to apply the concepts and principles learned to find solutions and gain insights for the projects that they undertake.

To achieve the programme’s objectives, students will learn how to:

• demonstrate a thorough understanding of the concepts, principles, and practice of digital media design and management;

• apply the knowledge and skills learned to complete an assigned project from conception to implementation;

• follow digital media and marketing communication standards and practices;

• develop and present digital media projects;

• manage the execution of digital media projects and marketing communication using project management principles;

• articulate the digital advertising and marketing communication standards, as well as the ethical responsibility of the individuals concerned;

• evaluate the effectiveness of digital media projects using the appropriate monitoring and tracking tools;

• create, draft, develop, edit, produce, and present digital advertising and marketing plan; and

• think critically and analytically using the appropriate management and leadership skills to resolve issues.