Study-Unit Description

Study-Unit Description


CODE MRK5013

 
TITLE Online Advertising

 
LEVEL 05 - Postgraduate Modular Diploma or Degree Course

 
ECTS CREDITS 5

 
DEPARTMENT Marketing

 
DESCRIPTION Students participating in this study-unit will learn how to manage online advertising platforms, design and implement campaigns within dynamic teams and run campaigns across multiple channels and accounts. Students will understand ad serving operations across key industry players, run parallel campaigns, and optimize campaign effectiveness and budgets across the customer journey.

This unit covers the following topics:
- Industry Players;
- Ad serving Operations;
- Display ads;
- Rich Media;
- Instream Video;
- SEM and PPC;
- Programmatic Ads;
- Affiliates and Affiliate Networks;
- Conversion Tags and Attribution;
- Targetting and Retargetting;
- Reporting.

Study-Unit Aims:

Digital advertising is today an fundamental part of most market leaders. Becoming leaders in digital advertising necessitates an good understanding of the industry players, ad serving operations and competition. This unit is intended to develop team leaders who can create optimised campaigns that go beyond loading digital ads but are able to create a competitive marketing advantage by adopting a strategic approach. Students will be able to compare and contrast the effectiveness of traditional and digital media types and evaluate the relevance of multiple advert variants and formats. Additionally, in this unit, the students will learn how to generate ongoing reports and communicate results effectively through data visualisations.

Learning Outcomes:

1. Knowledge & Understanding:

By the end of the study-unit the student will be able to:
- distinguish between key industry players, ad serving operations and advertising platforms;
- comprehend the anatomy of an ad call and the information flow in digital advertising;
- plan advertising campaigns across multiple platforms and customer journeys;
- differentiate between advertising approaches including PPC, PPM, SEM and SMM.

2. Skills:

By the end of the study-unit the student will be able to:
- develop marketing objectives to maximize brand awareness, reach, engagement, lead generation or conversion;
- implement online advertising campaigns across multiple platforms and channels;
- evaluate and optimise an existing advertising campaign;
- test and experiment through multiple ad variants;
- identify relevant KPI's and measure campaign effectiveness.

Main Text/s and any supplementary readings:

Main Text:

- Dempster C., (2015) The rise of the platform marketer: performance marketing with Google, Facebook and Twitter, plus the latest high-growth digital advertising platforms. Hoboken: Wiley.

Supplementary Readings:

- Chaffey D. and Ellis-Chadwick F., (2016) Digital marketing. 6th ed. New Jersey: Pearsons.
- Cristal G. (2014) Ad Serving Technology: Understanding the marketing revelation that commercialized the Internet.

 
STUDY-UNIT TYPE Lecture

 
METHOD OF ASSESSMENT
Assessment Component/s Assessment Due Resit Availability Weighting
Assignment SEM2 Yes 100%

 
LECTURER/S Franco Curmi
Matthew Zammit

 
The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints.
Units not attracting a sufficient number of registrations may be withdrawn without notice.
It should be noted that all the information in the study-unit description above applies to the academic year 2019/0, if study-unit is available during this academic year, and may be subject to change in subsequent years.

https://www.um.edu.mt/course/studyunit