Overview

This unit introduces a range of digital channels that can be used for advertising, in particular websites and social media. Students will learn about platforms as a source of data to monitor and optimise advertising campaigns across different advertising formats, including search ads, display ads, boosted social posts, video ads, and in-app advertising.

Requisites

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Understand the role of websites and social media platforms as sources of data to monitor and optimise advertising campaigns
  • Explore the technical and organisational use of websites, social media and mobile apps as publishing platforms for advertisers
  • Successfully model web and social media content with channel-independent and channel-specific variations in the context of advertising
  • Research, develop and evaluate industry standard web and social media content across a range of advertising formats

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Live Online
Lecture		1.00 12 weeks 12
On-campus
Class		2.00 12 weeks 24
Unspecified Activities
Independent Learning		9.50 12 weeks 114
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
Design Tasks and ResearchIndividual 30% 1,2 
QuizIndividual 30% 1,2 
Technology ProjectGroup 40% 1,2,3,4 

Content

  • Introduction to the Ad Tech Ecosystem
  • Websites as a data source for audience targetting 
  • Analytics for Ad Optimisation
  • Visitor Acquisition, Activity and retention
  • Web advertising formats and layouts 
  • Mobile advertisng planning, strategy and creative development
  • Produce web and social media advertising analytics
  • Wireframing and prototyping web and social media content

Study resources

Reading materials

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