Digital Advertising
36 hours + Blended
One Semester or equivalent
Hawthorn
Available to incoming Study Abroad and Exchange students
Overview
This unit introduces a range of digital channels that can be used for advertising, in particular websites and social media. Students will learn about platforms as a source of data to monitor and optimise advertising campaigns across different advertising formats, including search ads, display ads, boosted social posts, video ads, and in-app advertising.
Requisites
Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Teaching Period 1
Location
Online
Start and end dates
10-March-2025
08-June-2025
08-June-2025
Last self-enrolment date
23-March-2025
Census date
04-April-2025
Last withdraw without fail date
02-May-2025
Results released date
Semester 2
Location
Hawthorn
Start and end dates
04-August-2025
02-November-2025
02-November-2025
Last self-enrolment date
17-August-2025
Census date
31-August-2025
Last withdraw without fail date
19-September-2025
Results released date
09-December-2025
Teaching Period 3
Location
Online
Start and end dates
03-November-2025
08-February-2026
08-February-2026
Last self-enrolment date
16-November-2025
Census date
28-November-2025
Last withdraw without fail date
02-January-2026
Results released date
Learning outcomes
Students who successfully complete this unit will be able to:
- Understand the role of websites and social media platforms as sources of data to monitor and optimise advertising campaigns
- Explore the technical and organisational use of websites, social media and mobile apps as publishing platforms for advertisers
- Successfully model web and social media content with channel-independent and channel-specific variations in the context of advertising
- Research, develop and evaluate industry standard web and social media content across a range of advertising formats
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Live Online Lecture | 1.00 | 12 weeks | 12 |
| On-campus Class | 2.00 | 12 weeks | 24 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
All Applicable Locations
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Analysis | Individual | 30% | 1,2 |
| Technology Project | Group | 40% | 1,2,3,4 |
| Activity Report | Individual | 30% | 1,2 |
Content
- Introduction to the Ad Tech Ecosystem
- Websites as a data source for audience targetting
- Analytics for Ad Optimisation
- Visitor Acquisition, Activity and retention
- Web advertising formats and layouts
- Mobile advertisng planning, strategy and creative development
- Produce web and social media advertising analytics
- Wireframing and prototyping web and social media content
Graduate Attributes
- GA1 Communication - Verbal communication:
- GA2 Communication - Communicating using different media:
- GA3 Teamwork - Collaboration and negotiation:
- GA4 Teamwork – Teamwork roles and processes:
- GA5 Digital literacies– Information literacy:
- GA6 Digital Literacies– Technical literacy:
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.