| Type: | Undergraduate Subject |
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| Code: | ADVT12-100 |
| EFTSL: | 0.125 |
| Faculty: | Faculty of Society and Design |
| Credit: | 10 |
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Description
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.
Subject details
Learning outcomes
- Analyse the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- 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.
- Produce a basic digital advertising campaign concept based on a client brief, integrating advertising theory, concepts and creativity.
- Critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.
Enrolment requirements
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Pre-requisites:Co-requisites:There are no co-requisites |
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