The internet has disrupted – and continues to transform – the way advertising is thought of and practiced. Understanding the opportunities that the evolving digital media landscapes 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 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 both from the perspective of digital campaign planning as well as in relation to a number of important ethical and societal questions they raise. You will then apply your knowledge practically in the context of developing a digital advertising strategy.
|Academic unit:||Faculty of Society & Design|
|Subject title:||Digital and Experiential Advertising|
Delivery & attendance
|Prescribed resources:|| |
|[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.|
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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.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- 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.
- Practically apply advertising theories, concepts as well as creative imagination by developing a basic digital advertising campaign concept based on a client brief.
- Evaluate and critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.
|Creative Project||Creative advertising project (individual) + Reflection||40%||Week 1||1, 2, 3, 4.|
|*Campaign||Digital Advertising Campaign Concept||40%||Week 12||2, 3, 4.|
|Take-home Examination||Mid-term take home exam (iLearn)||20%||Week 7 (Mid-Semester Examination Period)||1, 2, 4.|
- * 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.
|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.|
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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.
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.
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.
Course overview and introduction to key terms and concepts.
Fundamental concepts related to digital advertising.
Creative leaps: From 'traditional' to 'digital' advertising.
What makes a good website? What are 'platforms'? And what are useful metrics for evaluating advertising 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'?
Thinking about advertising as 'media innovation' and technology that 'plays' with our senses.
What is machine learning? How does it impact advertising? And can machines be creative?
Thinking critically about digital advertising: Surveillance, privacy and behavior modification.
Time for you to prepare your final campaigns.