#REQUEST.pageInfo.pagedescription#

Site Navigation

MRKT6016 - Digital Advertising

banner1
Title:Digital Advertising
Long Title:Digital Advertising
Module Code:MRKT6016
 
Duration:1 Semester
Credits: 5
NFQ Level:Fundamental
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2021/22 ( September 2021 )
Module Delivered in 2 programme(s)
Module Coordinator: Pio Fenton
Module Author: Colm Smyth
Module Description: Digital marketers and advertisers engage their customers personally, across devices and cross channel. This module looks at the concepts and practical skills you need to understand the digital advertising landscape and to create digital ads across various platforms.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Explore the evolution of digital advertising and evaluate digital ad placement options.
LO2 Formulate digital advertising objectives.
LO3 Design a digital advertising campaign for a given business.
LO4 Discuss the various digital advertising formats and the alternative pricing options for digital ads.
LO5 Develop strategies for measuring and optimising advertising effectiveness.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
 

Module Content & Assessment

Indicative Content
Introduction to Digital Advertising
Explore the evolution of Digital Advertising and how products and services are promoted online. Review options for ad placement and advertising platform options including search engines, social media and mobile devices.
Digital Advertising Objectives
Determine online advertising objectives including direct response, targeting a new demographic and building branding awareness online.
Digital Ad Design and Creation
Create online advertising campaigns across various platforms and targeting them to the appropriate audience.
Digital Advertising Formats
Keywords, Video, Display, Rich media, Mobile and emerging ad formats.
Pricing Mechanisms
Choose between pricing options for your ad campaigns such as CPC (cost per click), CMP (cost per impression) and CPA (cost per acquisition) depending on advertising objectives.
Optimizing for Success and Measuring Returns
Optimise online ad campaigns and measure the effectiveness of Digital advertising
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Multiple Choice Questions Explore the evolution of digital advertising and evaluate digital ad placement options: Display, Search, Facebook, Instagram LinkedIn, YouTube, 1,2,3,4 30.0 Week 5
Project Group Project Report. Create comprehensive Digital Advertising Campaigns for two (2) or more marketing objectives. 2,3,4,5 40.0 Week 12
Presentation Reflection: The Student will be asked to articulate their learning from the development of their advertising campaigns. Presentations will focus on student understanding and learning from the project. 1,2,3,4,5 30.0 Week 13
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based instruction 2.0 Every Week 2.00
Lab Computer lab based instruction 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Reading, practical skills practice 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based instruction 1.0 Every Week 1.00
Lab Computer lab based instruction 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Reading, practical skills practice 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 

Module Resources

Recommended Book Resources
  • Faris Yakob 2015, Paid Attention: Innovative Advertising for a Digital World, 1st Ed., Kogan Page UK [ISBN: 0749473606]
Supplementary Book Resources
  • Harry J. Gold 2015, The Digital Advertising Guide, Overdrive Marketing Communications [ISBN: 0578138220]
  • Gregory Christal 2014, Ad Serving Technology: Understand the marketing revelation that commercialized the Internet, 1st Ed., CreateSpace Independent Publishing Platform [ISBN: 1484867572]
  • Berke, Fullton and Vaccarelo 2014, The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers, 1st Ed., John Wiley & Sons [ISBN: 1118832647]
Recommended Article/Paper Resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 3 Mandatory
CR_BMKTG_7 Bachelor of Business in Marketing 5 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie