Emerging Advertising Technologies
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
01-June-2025
02-November-2025
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 |
| 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 |
|---|---|---|---|
| Activity Report | Individual | 35% | 1,2,3 |
| Applied Project | Group | 30% | 2,3,4 |
| Quiz | Individual | 35% | 1 |
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.