Overview

This unit provides a comprehensive overview of digital advertising technologies relevant to measuring and managing multichannel campaigns. The focus is on developing technical skills and knowledge within a commercial data management platform to evaluate and refine advertising campaigns towards customer expectations by identifying and leveraging content for valuable user segments across multiple marketing channels and customer-facing touchpoints. Through a theoretical understanding of the customer journey and digital marketing principles, students will be empowered to launch relevant, consistent and personalised digital campaigns and forecast refinements

Requisites

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Demonstrate an advanced understanding of digital marketing practices and technologies, complying with existing privacy policy, laws and regulations
  • Plan and implement personalised and dynamic multi-channel advertising campaigns
  • Generate a visitor acquisition and attribution report based on analytics relevant to advertising
  • Develop unique audience profiles within a data management platform to identify valuable user segments across multiple and convergent digital marketing channels and devices
  • Conduct primary research to facilitate creation of a persona representative of the target audience of an advertiser
  • Investigate and visualise how customers engage with an organisation’s customer facing touchpoints.

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Online
Lecture
1.00 12 weeks 12
On-campus
Class
2.00 12 weeks 24
Specified Activities
Various
4.50 12 weeks 54
Unspecified Activities
Independent Learning
5.00 12 weeks 60
TOTAL150

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
TOTAL150

Assessment

Type Task Weighting ULO's
Activity ReportIndividual 35% 1,2,3 
Applied ProjectGroup 30% 2,3,4 
QuizIndividual 35% 

Content

  • Issues and methods of audience measurement for campaign optimisation
  • Data gathering within a digital data management environment
  • Practices and techniques for optimising campaigns for better reach across multiple digital marketing channels including search and social media
  • Theories and issues of automated marketing through algorithmic modelling
  • Configuring and executing automated email and SMS campaigns
  • Methods and techniques of managing digital advertising campaigns in real-time

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.