| Title: | Digital Advertising |
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| Long Title: | Digital Advertising |
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| Field of Study: |
Marketing & Advertising
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| Valid From: |
Semester 1 - 2021/22 ( September 2021 ) |
| 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). |
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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.
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| No requirements listed |
Module Content & Assessment
| Indicative Content |
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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.
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Digital Advertising Objectives
Determine online advertising objectives including direct response, targeting a new demographic and building branding awareness online.
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Digital Ad Design and Creation
Create online advertising campaigns across various platforms and targeting them to the appropriate audience.
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Digital Advertising Formats
Keywords, Video, Display, Rich media, Mobile and emerging ad formats.
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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.
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Optimizing for Success and Measuring Returns
Optimise online ad campaigns and measure the effectiveness of Digital advertising
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| Assessment Breakdown | % |
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| Course Work | 100.00% |
| Course Work |
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| 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.
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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 |
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- Faris Yakob 2015, Paid Attention: Innovative Advertising for a Digital World, 1st Ed., Kogan Page UK [ISBN: 0749473606]
| | Supplementary Book Resources |
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- 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 |
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- Hubspot How to Use Google Ads: A Beginner’s Guide to PPC Advertising [Free Ebook]
- Hubspot The Field Guide to Twitter Advertising: How to Create & Launch Campaigns
- The Next Ad Facebook Targeting
| | Other Resources |
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- Website: Google Advertising
- Website: Google Display Network
- Website: Google Adwords YouTube Channel
- Website: Twitter Advertising
- Website: Facebook for Business
- Website: Facebook Advertising
- Website: LinkedIn Advertising
- Website: Instagram Advertising
- Website: Snapchat Advertising
- Website: YouTube Advertising
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Module Delivered in
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