Overview

This unit explores how advertisers use search engines, social media and video platforms to deliver advertising and make use of the knowledge gleaned from search queries to engage with audiences. Students will learn about search engine optimisation and search marketing to prospective customers; how social media advertising is targeted based on user online activity and the opportunities available to advertisers through video platforms.

Requisites

Prerequisites
ADV10001 Principles of Advertising
MDA10001 Introduction to Media Studies

Rules

ADV10001 Principles of Advertising

AND
MDA10001 Introduction to Media Studies

OR

MDA10018 Content Creator Lab

OR

JOU10007 Media Content Creation

Equivalent units
DIG20010 Search, Social Media and Video Marketing
Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Critically evaluate the role of search engine technology and search engine optimisation in advertising industries
  • Examine the elements of search marketing in an advertising industry context
  • Apply user experience design principles in the context of search engine optimisation and search marketing
  • Use collaborative and creative skills to plan, develop and optimise a digital advertising campaign
  • Plan, develop and report on implementation of a video marketing strategy

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Online
Lecture		2.00 12 weeks 24
On-campus
Class		1.00 12 weeks 12
Specified Activities
Various		8.00 12 weeks 96
Unspecified Activities
Various		1.50 12 weeks 18
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning		12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
Activity ReportIndividual 25% 1,2,3 
Project ReportIndividual 35% 1,2,3 
Research PlanGroup 40% 1,2,3,4,5 

Content

  • Introduction to Search Engine Optimisation and its elements
  • Paid search
  • Conversion rate optimisation
  • A/B and multivariate testing
  • Demonstration of User Experience Design in the Advertising Context
  • Introduction to Social Media Advertising
  • Advertising across Video Channels
  • Produce marketing content using video applications

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.