Module Details

Module Code: MRKT6016
Title: Digital Advertising
Long Title: Digital Advertising
NFQ Level: Fundamental
Valid From: Semester 1 - 2021/22 ( September 2021 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 2 programme(s)
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:
# Learning Outcome Description
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.
Dependencies
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 MTU 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
 
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
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Multiple Choice Questions % of Total Mark 30
Timing Week 5 Learning Outcomes 1,2,3,4
Assessment Description
Explore the evolution of digital advertising and evaluate digital ad placement options: Display, Search, Facebook, Instagram LinkedIn, YouTube,
Assessment Type Project % of Total Mark 40
Timing Week 12 Learning Outcomes 2,3,4,5
Assessment Description
Group Project Report. Create comprehensive Digital Advertising Campaigns for two (2) or more marketing objectives.
Assessment Type Presentation % of Total Mark 30
Timing Week 13 Learning Outcomes 1,2,3,4,5
Assessment Description
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.
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 University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 2.00 2
Lab Contact Computer lab based instruction Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Reading, practical skills practice Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 1.00 1
Lab Contact Computer lab based instruction Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Reading, practical skills practice Every Week 5.00 5
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. 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. CreateSpace Independent Publishing Platform, [ISBN: 1484867572].
  • Berke, Fullton and Vaccarelo. (2014), The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers, 1st. 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