Digital Advertising Practices PG (11866.2)

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.

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 skills
1. 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.