Adobe-based digital advertising technology university degrees to address digital skills shortage

An Adobe-related course is providing students with the digital marketing skills that companies are looking for. The digital advertising technology major and minor at the Swinburne University of Technology in Melbourne, Australia, are part of an educational partnership with Adobe.

The major and minor, which can be undertaken as part of a Bachelor of Business, Arts or Media and Communications, includes learning about Adobe Marketing Cloud software, used in creative agencies, marketing teams and digital consultancies around the world, Adobe training materials and accredited teaching practices.


Adobe Marketing Cloud solutions help to gather customer data, analyse it and use it to deliver consistent and personalised experiences across all online marketing channels. The platform also has deep integrations with Adobe Creative Cloud, which makes collaboration between marketers and creatives easier. Presenting at Swinburne’s Hawthorn campus recently, Mark Henley, Director of Transformative and Digital Strategy, Adobe Asia Pacific, said the course was developed because there was a growing gap between industry needs and graduate skills in the digital marketing space.

“The digital skills gap in Australia is growing exponentially, and recent research has shown that a quarter of businesses are finding it difficult to source digital employees. Due to this, Australian businesses are seeing a heavy toll on their business," he said.

“We want students to go into the world with a headstart. They should be able to get a job as soon as they graduate - because employers want access to the skills they have.

“With the growth in digital marketing functions, increased automation, and use of new technologies, there is a real demand for graduates to be able to understand and know how to use Adobe software.”

Eight-eight students are currently enrolled in the first course. Over the duration of the major and minor, students will be trained to undertake tasks in areas including digital analytics, search marketing, social media marketing and video marketing.

Interested?

Learn more about the Digital AdvertisingTechnology courses at Swinburne