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ADVT11-140: Digital and Experiential Advertising

Description

The internet has disrupted - and continues to transform - the way advertising is thought of and practised. Understanding the opportunities that the evolving digital media landscape offers for novel forms of promotional communication is at the core of this introductory-level subject. It explores the evolution of digital advertising and provides you with an overview of the most relevant current tools and practices, ranging from search engine marketing and dynamic display ads to the latest developments in the use of biometrics, big data, and AI as key features of innovative, experiential forms of advertising. You will learn how to evaluate these digital tools from the perspective of digital campaign planning and consider important ethical and societal questions that they raise. You will then apply your knowledge practically in the context of developing a digital advertising strategy.

Subject details

TypeUndergraduate
CodeADVT11-140
EFTSL0.125
FacultyFaculty of Society & Design
Semesters offered
  • January 2022 [Standard Offering]
  • January 2023 [Standard Offering]
Credit10
Study areas
  • Communication and Creative Media
Subject fees
  • Commencing in 2021: $5,260
  • Commencing in 2022: $5,260

Learning outcomes

1. Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices. 2. Apply relevant advertising theories and concepts for evaluating the usefulness and appropriateness of specific digital media technologies in the context of digital advertising and integrated marketing communications. 3. Practically apply advertising theories and concepts as well as creative imagination by developing a basic digital advertising campaign concept based on a client brief. 4. Evaluate and critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.

Enrolment requirements

Requisites: ?

Nil

Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Assumed Prior Learning (or equivalent):

Restrictions: ?

Nil

Subject outlines

Subject dates

Standard Offering
Enrolment opens15/11/2020
Semester start18/01/2021
Subject start18/01/2021
Cancellation 1?01/02/2021
Cancellation 2?08/02/2021
Last enrolment31/01/2021
Withdraw – Financial?13/02/2021
Withdraw – Academic?06/03/2021
Teaching census?12/02/2021