Digital Advertising Practices PG (11866.1)
Please note these are the 2023 details for this unit
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | ||
| EFTSL | Credit points | Faculty |
| 0.125 | 3 | Faculty Of Arts And Design |
| Discipline | Study level | HECS Bands |
| School Of Arts And Communications | Post Graduate Level | Band 4 2021 (Commenced After 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905) Band 5 2021 (Commenced Before 1 Jan 2021) |
The unit explores how advertisers, agencies, ad tech vendors and digital publishers operate together and the issues they face as part of the advertising value chain. Students will be introduced to the digital value chain, explore challenges of data governance and consumer privacy, the importance and use of analytics, and address issues around ad viewability, ad fraud and brand safety.
1. Summarise and deconstruct issues faced by industry with consideration of ethical impacts;
2. Recognise the importance of data and its use in digital advertising, considering broader societal concerns of privacy and governance;
3. Demonstrate understanding of best practices implemented by industry; and
4. Evaluate industry strategies and best practices used in the ad tech supply chain.
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
Learning outcomes
On successful completion of this unit, students will be able to:1. Summarise and deconstruct issues faced by industry with consideration of ethical impacts;
2. Recognise the importance of data and its use in digital advertising, considering broader societal concerns of privacy and governance;
3. Demonstrate understanding of best practices implemented by industry; and
4. Evaluate industry strategies and best practices used in the ad tech supply chain.
Graduate attributes
1. UC graduates are professional - communicate effectively1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
Skills development
This unit explores how advertisers, agencies, ad tech vendors, and publishers operate together in the complex digital advertising environment. It introduces you to various types of digital advertising, such as display, search, social, and programmatic ads, techniques and tools for data-driven campaigns, and issues around data governance, consumer privacy, ad fraud, and brand safety. You will participate in the Google Nonprofit Marketing Immersion program, which allows you to design and execute a Google Ads campaign for a nonprofit organisation and obtain Google certifications. The unit overall provides students with actionable insights into how organisations can use advertising technologies effectively and ethically to achieve their marketing goals.
Prerequisites
None.Corequisites
None.Incompatible units
None.Equivalent units
None.Assumed knowledge
None.| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
|---|
Not available
Required texts
See Canvas for weekly readingsParticipation requirements
- Participation in workshops: Students will work on the team project under the instructor's supervision during the workshops. If you need to miss any of these workshops, you should communicate with your teammates and follow up on the progress in a timely and respectful manner.
- Participation in Week 8 industry seminars: As part of Assessment 2b: Industry seminar reflection, students are expected to actively participate in these seminars by making notes and asking questions.
- Participation in Week 13 team presentations: Students are required to participate in the team presentation. They are also expected to actively engage with other teams' presentations by asking questions and making comments.
Required IT skills
Basic IT skills are required to navigate the Google Ads platform.
Work placement, internships or practicums
None
