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.
|Faculty||Faculty of Society & Design|
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.