Digital Advertising Practices PG (11866.1)
Please note these are the 2024 details for this unit
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | Online On-Campus |
UC - Canberra, Bruce |
| 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
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
Skills development
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
Prerequisites
None.Corequisites
None.Incompatible units
None.Equivalent units
None.Assumed knowledge
None.
Availability for enrolment in 2024 is subject to change and may not be confirmed until closer to the teaching start date.
| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
|---|---|---|---|---|---|
| 2023 | UC - Canberra, Bruce | Semester 2 | 31 July 2023 | Online | Dr Momoko Fujita |
| 2023 | UC - Canberra, Bruce | Semester 2 | 31 July 2023 | On-Campus | Dr Momoko Fujita |
| 2024 | UC - Canberra, Bruce | Semester 2 | 29 July 2024 | Online | Mr Dan Andrew |
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit
timetable.
Required texts
See Canvas for weekly readings.
Participation requirements
Working webcam and microphone for online workshops
Required IT skills
None
Work placement, internships or practicums
None
