Module: Digital Advertising & Communications

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Digital Advertising & Communications
Module Code	MG5005 (ITS) / MAD1017 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	David Kenny
Module Teachers	Regina Connolly, Sara Kennedy
NFQ level	9	Credit Rating	10
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

None

Description

The module introduces students to contemporary issues in digital advertising and communications and the managing of digital advertising operations. The purpose of the module is to provide students with skills, concepts, frameworks, and experiences that are useful for developing creative digital advertising campaigns and managing digital advertising operations. In addition to the operational/technical aspects of digital advertising, the module will emphasise advertising's practical, theoretical, and philosophical problems and contributions. This is essential for addressing some of the creative and ethical challenges facing organisations in the digital realm.

Learning Outcomes

1. Synthesise theory and practice to assess the efficacy of digital advertising strategies and tactics in specific contexts
2. Critical assess the impact of advertising from a variety of perspectives with reference to the relevant theoretical material
3. Critically evaluate digital advertising options and apply specialist knowledge, theory and practice to a range of organisations and industries.
4. Develop and defend coherent and persuasive arguments for the adoption of emerging technologies in the digital advertising domain.
5. Provide evidence of knowledge and competence in the design, development and management of digital advertising operations.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	44	No Description
Tutorial	26	No Description
Online activity	24	No Description
Group work	40	No Description
Assignment Completion	40	No Description
Independent Study	76	No Description
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Contemporary Issues in Advertising

The Digital Advertising Ecosystem

Managing digital advertising campaigns

Selling digital media

Managing and evaluating campaigns

Emerging technologies

Display Advertising

Video Advertising

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Essay	There will be a min. 7,500 word essay on the impact of digital technologies on an aspect of advertising. The essay should draw heavily from theory.	50%	n/a
Short Answer Questions	There will be two in-class tests on Advanced Display Advertising and Video Advertising respectively.	20%
Group project	There will be a major in-class project involving the the preparation of a digital advertising pitch to a live client. This will include sample creative.	30%	n/a

Reassessment Requirement Type
Resit arrangements are explained by the following categories: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category 1

Indicative Reading List

Other Resources

None