Registry
Module Specifications
Archived Version 2014 - 2015
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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. | |||||||||||||||||||||||||||||||||||||
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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 | |||||||||||||||||||||||||||||||||||||
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