Advertising Technology
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
Learning outcomes
Students who successfully complete this unit will be able to:
- Plan and implement personalised and dynamic multi-channel advertising campaigns
- Develop unique audience profiles within a data management platform to identify valuable user segments across multiple and convergent digital marketing channels and devices
- Critically assess and forecast customer journey scenarios with a view to justifying approaches to converting end-user awareness to likely customers
- Demonstrate an advanced understanding of digital marketing practices and technologies implemented in managing global advertising campaigns
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Lecture | 2.00 | 12 weeks | 24 |
| On-campus Class | 2.00 | 12 weeks | 24 |
| Specified Activities Various | 6.50 | 12 weeks | 78 |
| Unspecified Activities Various | 2.00 | 12 weeks | 24 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment 1 | Individual | 60% | 1,2,3,4 |
| Assignment 2 | Group | 25% | 1,2,3,4 |
| Test | Individual | 15% | 2,3,4 |
Content
- Issues and methods of audience measurement for campaign optimisation
- Data gathering within a digital data management environment
- Introducing practices and techniques for optimising campaigns for better reach across multiple digital marketing channels including search and social media
- Introducing theories and issues of automated marketing through algorithmic modelling
- Configuring and executing automated email and SMS campaigns
- Introducing methods and techniques of managing digital advertising campaigns in real-time
- Digital display ad bidding
- Organising and evaluating user segment performance data
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.