Emerging Advertising Technologies
Overview
This unit provides a comprehensive overview of digital advertising technologies relevant to measuring and managing multichannel campaigns. The focus is on developing technical skills and knowledge within a commercial data management platform to evaluate and refine advertising campaigns towards customer expectations by identifying and leveraging content for valuable user segments across multiple marketing channels and customer-facing touchpoints. Through a theoretical understanding of the customer journey and digital marketing principles, students will be empowered to launch relevant, consistent and personalised digital campaigns and forecast refinements
Requisites
Learning outcomes
Students who successfully complete this unit will be able to:
- Demonstrate an advanced understanding of digital marketing practices and technologies, complying with existing privacy policy, laws and regulations
- Plan and implement personalised and dynamic multi-channel advertising campaigns
- Generate a visitor acquisition and attribution report based on analytics relevant to advertising
- Develop unique audience profiles within a data management platform to identify valuable user segments across multiple and convergent digital marketing channels and devices
- Conduct primary research to facilitate creation of a persona representative of the target audience of an advertiser
- Investigate and visualise how customers engage with an organisation’s customer facing touchpoints.
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Lecture | 1.00 | 12 weeks | 12 |
| On-campus Class | 2.00 | 12 weeks | 24 |
| Specified Activities Various | 4.50 | 12 weeks | 54 |
| Unspecified Activities Independent Learning | 5.00 | 12 weeks | 60 |
| TOTAL | 150 |
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 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Activity Report | Individual | 35% | 1,2,3 |
| Applied Project | Group | 30% | 2,3,4 |
| Quiz | Individual | 35% | 1 |
Content
- Issues and methods of audience measurement for campaign optimisation
- Data gathering within a digital data management environment
- Practices and techniques for optimising campaigns for better reach across multiple digital marketing channels including search and social media
- Theories and issues of automated marketing through algorithmic modelling
- Configuring and executing automated email and SMS campaigns
- Methods and techniques of managing digital advertising campaigns in real-time
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.