Digital Advertising Practices PG (11866.2)
Available teaching periods | Delivery mode | Location |
---|---|---|
View teaching periods | On-campus Online real-time Online self-paced |
Bruce, Canberra |
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) |
Learning outcomes
On successful completion of this unit, students will be able to:1. Explain various digital advertising technologies and practices;
2. Discuss the importance of data and its use in digital advertising, considering broader social and ethical implications;
3. Critically evaluate the effectiveness of various digital advertising practices; and
4. Create a search advertising campaign, demonstrating industry best practices.
Graduate attributes
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills1. UC graduates are professional - take pride in their professional and personal integrity
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
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
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 |
---|---|---|---|---|---|
2025 | Bruce, Canberra | Semester 2 | 28 July 2025 | On-campus | Dr Momoko Fujita |
2025 | Bruce, Canberra | Semester 2 | 28 July 2025 | Online real-time | Dr Momoko Fujita |
2025 | Bruce, Canberra | Semester 2 | 28 July 2025 | Online self-paced | Dr Momoko Fujita |
2026 | Bruce, Canberra | Semester 2 | 10 August 2026 | On-campus | Dr Momoko Fujita |
2026 | Bruce, Canberra | Semester 2 | 10 August 2026 | Online real-time | Dr Momoko Fujita |
Required texts
See Canvas for weekly readings
Submission of assessment items
Extensions & Late submissions
Artificial intelligence
Students are NOT PERMITTED to use generative artificial intelligence (GenAI) in assessments for this unit, except for Studiosity Writing Feedback Plus.
GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment:
- When the Unit Convener has authorised GenAI use for that assessment
- If GenAI use is permitted, the student uses it in the way that the assessment instructions allow
- If GenAI use is permitted, the student fully acknowledges their use of GenAI, providing proper citations, references, and a GenAI Acknowledgement Statement in accordance with the assessment instructions.
Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is NOT PERMITTED for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.
The GenAI for Students Library Guide provides further information, including how to reference GenAI.
Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.
Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.
UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).
UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.
Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.
Participation requirements
Participation in Week 13 team presentations: Assessment 4: Google Ads campaign will be assessed through team presentation in class. Students are also encouraged 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
- Semester 2, 2025, Online real-time, UC - Canberra, Bruce (228865)
- Semester 2, 2025, Online self-paced, UC - Canberra, Bruce (227953)
- Semester 2, 2025, On-campus, UC - Canberra, Bruce (225211)
- Semester 2, 2024, On-campus, UC - Canberra, Bruce (222553)
- Semester 2, 2024, Online, UC - Canberra, Bruce (222552)