Digital Advertising & Marketing Principles G (11868.1)
Please note these are the 2023 details for this unit
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | Online |
Bruce, Canberra UC - Canberra, Online |
| EFTSL | Credit points | Faculty |
| 0.125 | 3 | Faculty Of Arts And Design |
| Discipline | Study level | HECS Bands |
| School Of Arts And Communications | 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) |
This unit focuses on understanding how Real Time Bidding (RTB) and Programmatic Advertising are used to reach consumers online. RTB is the foundation of many forms of online advertising, from search engine marketing to programmatic advertising across digital forms, such as display, mobile, online video and connected TV, and is transforming how traditional advertising platforms are being traded (outdoor, radio, TV).
1. Evaluate, interpret and reflect on how consumers are identified and reached online via a complex network of different media organisations and systems;
2. Synthesise knowledge and hypothesise plausible strategies for real-world applications of digital advertising and marketing campaigns;
3. Categorise and differentiate the elements of digital media landscape involved in online marketing communications; and
4. Identify and critique digital channels used in online marketing communications.
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
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - apply their knowledge to working with Indigenous Australians in socially just ways
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways
Learning outcomes
On successful completion of this unit, students will be able to:1. Evaluate, interpret and reflect on how consumers are identified and reached online via a complex network of different media organisations and systems;
2. Synthesise knowledge and hypothesise plausible strategies for real-world applications of digital advertising and marketing campaigns;
3. Categorise and differentiate the elements of digital media landscape involved in online marketing communications; and
4. Identify and critique digital channels used in online marketing communications.
Graduate attributes
1. UC graduates are professional - communicate effectively1. 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
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - apply their knowledge to working with Indigenous Australians in socially just ways
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways
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 | Bruce, Canberra | Semester 1 | 06 February 2023 | Online | Dr Momoko Fujita |
| 2024 | UC - Canberra, Online | Semester 2 | 29 July 2024 | Online | Dr Momoko Fujita |
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 detail.
Participation requirements
None.
Required IT skills
You will need standard IT skills as well as an appreciation of the digital marketing environment.
Work placement, internships or practicums
None.
