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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Digital Advertising & Communications
Module Code MG5005
School DCUBS
Module Co-ordinatorSemester 1: David Kenny
Semester 2: David Kenny
Autumn: David Kenny
Module TeachersPierangelo Rosati
David Kenny
Abdelsalam Busalim
NFQ level 9 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

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.

Workload Full-time hours per semester
Type Hours Description
Lecture44No Description
Tutorial26No Description
Online activity24No Description
Group work40No Description
Assignment Completion40No Description
Independent Study76No 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 Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
EssayThere 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 QuestionsThere 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;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category 1
Indicative Reading List

    Other Resources

    Programme or List of Programmes
    MSDMMSc in Digital Marketing

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