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ADVT11-140: Digital and Experiential Advertising January 2019 [Standard]

General information

This subject introduces students to the advertising industry in relation to electronic commerce. It provides students with fundamental understandings of how advertising works online and, where appropriate, compares old and new forms of advertising practice. Upon completion of the subject, students should possess skills for understanding and evaluating advertising online and the ability to plan and create basic online advertising campaigns.


Academic unit:Faculty of Society & Design
Subject code:ADVT11-140
Subject title:Internet Advertising
Subject level:Undergraduate
Semester/Year:January 2019
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Lecture: x12 (Total hours: 24) - Weekly Lecture
  • Tutorial: x12 (Total hours: 12) - Weekly Tutorial
  • Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours


Prescribed resources: No Prescribed resources. After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

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Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Demonstrate comprehensive knowledge of the current online and mobile advertising environment, of relevant strategies and techniques of online advertising as well as of future trends and their possible impact on the industry.
  2. Demonstrate knowledge of how to apply online advertising theory to practice, with a view on how to develop and execute a comprehensive online advertising strategy. Gained practical knowledge regarding the use of interactive advertising as part of an integrated marketing campaign as well as developing an understanding of how/when/why one should consider interactive advertising.
  3. Critically reflect upon the impact of online advertising on society, in particular with a view on ethical and legal aspects as well as the way online advertising affects other media and the public sphere as a whole. Be encouraged to consider ethical interactive advertising practices from both a consumer and creator perspective.
  4. To learn to work as a team member. The major assessment is designed to simulate an 'agency' experience and requires working together in groups to design an 'improved' interactive advertising campaign.
  5. Display communication and presentation skills as well as the ability to critically reflect on these team work experiences in terms of continuing personal development.


Assessment details

TypeTask%Timing*Outcomes assessed
Activity Tutorial exercises and challenges 10% Ongoing 1, 2, 3.
*Class Participation Attendance 10% Ongoing 1, 2, 3.
Essay Advertising Report 25% Week 5 1, 2, 3.
Capstone Project Advertising Campaign Concept 30% Week 11 1, 2, 4, 5.
Paper-based Examination (Closed) Final Exam 25% Final Examination Period 1, 2, 3.
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Subject curriculum

Course overview; What is the 'Internet', actually? And what is 'Advertising'?

From 'traditional' to 'digital' advertising.

The basic concepts of advertising strategy you need to know.

What makes a good website? And what are useful metrics for assessing its effectiveness?

What makes Search Engine Marketing such an effective advertising tool? And what are 'algorithms', actually?

What are the characteristics of good display advertising? And to what extent do machines now manage digital advertising?

What makes good 'viral content'?

How to engage consumers on social media.

Thinking about advertising as 'media innovation'.

Privacy, digital addiction, and techno-social engineering.

Time for you to prepare your final campaigns.

Campaign presentations

Approved on: Nov 9, 2018. Edition: 3.5