Module Specifications.
Current Academic Year 2024 - 2025
All Module information is indicative, and this portal is an interim interface pending the full upgrade of Coursebuilder and subsequent integration to the new DCU Student Information System (DCU Key).
As such, this is a point in time view of data which will be refreshed periodically. Some fields/data may not yet be available pending the completion of the full Coursebuilder upgrade and integration project. We will post status updates as they become available. Thank you for your patience and understanding.
Date posted: September 2024
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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. | |||||||||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and Learning Activities
Contemporary Issues in AdvertisingThe Digital Advertising EcosystemManaging digital advertising campaignsSelling digital mediaManaging and evaluating campaignsEmerging technologiesDisplay AdvertisingVideo Advertising | |||||||||||||||||||||||||||||||||||||||||||
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||||