Digital and Social Media Advertising

General Information

The internet 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 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, dynamic display ads and social media advertising to the latest developments in the use of biometrics, big data, and AI as key features of innovative digital promotional communication. 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. 

  • Academic unit: Faculty of Society & Design
    Subject code: ADVT12-100
    Subject title: Digital and Social Media Advertising
    Subject level: Undergraduate
    Semester/Year: January 2027
    Credit points: 10.000
  • Timetable: https://bond.edu.au/timetable
    Delivery mode: Standard
    Workload items:
    • Forum: x12 (Total hours: 24) - Weekly Forum
    • Tutorial: x12 (Total hours: 12) - Weekly Tutorial
    • Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
    Attendance and learning activities: As successful completion of this subject is heavily dependent on participation during all scheduled sessions, attendance will be monitored. 'Class Participation' does not equate to 'Class Attendance'. Merely 'being there' is insufficient to fulfil the following criteria: contribution, collaboration, preparation, cultural sensitivity, and initiative. Most sessions build on the content of the previous one. It is difficult for a student to recover the information if a session is missed. It is the responsibility of the student to view any available recordings of weekly live sessions to catch up on any content missed and to complete set work outside class. In addition to synchronous sessions, students should plan to spend a minimum of 84 hours undertaking preparation/out-of-class work/personal study for this subject. This is intended as a general guide only for workload planning, and more time may be required depending on factors such as familiarity with the content. It is recommended students bring their laptops to class.
  • Prescribed resources:

    No Prescribed resources.

    After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
    iLearn@Bond & Email:
    Class recordings:

    The primary workload items for this subject will be recorded for the purpose of revision.

    These recordings are not a substitute for attending classes. Students are encouraged to attend all sessions as there may be instances where a session is not recorded due to the presence of a guest speaker, the inclusion of sensitive or protected content, or technical issues. Students are advised not to rely solely on these recordings for revision.

    See the Recording policy for further details.
Academic unit: Faculty of Society & Design
Subject code: ADVT12-100
Subject title: Digital and Social Media Advertising
Subject level: Undergraduate
Semester/Year: January 2027
Credit points: 10.000

Enrolment requirements

Requisites:

Pre-requisites:

Co-requisites:

There are no co-requisites
Restrictions:

Nil

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.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:

  1. Analyse the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
  2. Evaluate the usefulness and appropriateness of specific digital media technologies in the context of digital advertising and integrated marketing communications, drawing on relevant advertising theories and concepts.
  3. Produce a basic digital advertising campaign concept based on a client brief, integrating advertising theory, concepts and creativity.
  4. Critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.

Generative Artificial Intelligence in Assessment

The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.

  • Type Task % Timing* Outcomes assessed AI category
    Case Analysis Case study of innovative digital advertising campaign 40.00% Week 6 1, 2, 4
    Project Digital Advertising Campaign Concept 40.00% Week 12 2, 3, 4
    Essay Critical reflection on digital media/advertising ethics. 20.00% Week 13 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.

    AI Categories

    • Ai Prohibited: Learning to develop AI-free knowledge and skills.

    • Ai Supported: Learning with the help of AI as directed.

    • Ai Focussed: Learning AI expertise and mastery as directed.

    Refer to the assessment task sheet for specific AI instructions and review the Bond University Gen-AI Guide.

  • 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.

Type Task % Timing* Outcomes assessed AI category
Case Analysis Case study of innovative digital advertising campaign 40.00% Week 6 1, 2, 4
Project Digital Advertising Campaign Concept 40.00% Week 12 2, 3, 4
Essay Critical reflection on digital media/advertising ethics. 20.00% Week 13 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.

AI Categories

  • Ai Prohibited: Learning to develop AI-free knowledge and skills.

  • Ai Supported: Learning with the help of AI as directed.

  • Ai Focussed: Learning AI expertise and mastery as directed.

Refer to the assessment task sheet for specific AI instructions and review the Bond University Gen-AI Guide.

Study Information

Submission procedures

Students must check the iLearn@Bond 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.

Academic Integrity

Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.

Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.

If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.

Feedback on assessment

Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.

Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.

Accessibility and Inclusion Support

Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).

As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.

For more information and to apply online, visit BondAbility.

Subject curriculum

Approved on: Jun 26, 2026. Edition: 1
Last updated: Sep 26, 2026