Digital and Experiential Advertising

General Information

The internet has disrupted - and continues to transform - the way advertising is thought of and practised. Understanding the opportunities that the evolving digital media landscape offers for novel forms of promotional communication is at the core of this introductory-level subject. It explores the evolution of digital advertising and provides you with an overview of the most relevant current tools and practices, ranging from search engine marketing and dynamic display ads to the latest developments in the use of biometrics, big data, and AI as key features of innovative, experiential forms of advertising. You will learn how to evaluate these digital tools from the perspective of digital campaign planning and consider important ethical and societal questions that they raise. You will then apply your knowledge practically in the context of developing a digital advertising strategy.

  • Academic unit: Faculty of Society & Design
    Subject code: ADVT11-140
    Subject title: Digital and Experiential Advertising
    Subject level: Undergraduate
    Semester/Year: January 2022
    Credit points: 10.000
  • Timetable: https://bond.edu.au/timetable
    Delivery mode: Standard
    Workload items:
    • Lecture: x12 (Total hours: 24) - Weekly Lecture
    • Tutorial: x12 (Total hours: 12) - Weekly Tutorial
    • Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
    Attendance and learning activities: As successful completion of this subject is heavily dependent on participation during all scheduled sessions, attendance will be monitored. 'Class Participation' does not equate to 'Class Attendance'. Merely 'being there' is not sufficient to fulfil the following criteria: contribution, collaboration, preparation, cultural sensitivity, and initiative. Most sessions build on the content of the previous one. It is difficult for a student to recover the information if a session is missed. It is the responsibility of the student to view the recordings of the weekly live sessions in order to catch up on any content missed and to complete set work outside class. In addition to synchronous sessions, students should plan to spend a minimum of 84 hours undertaking preparation/out of class work/personal study for this subject. This is intended as a general guide only for workload planning and more time may be required depending on factors such as the familiarity of the content. Please note: If you study on-campus, always bring your laptop to class. When you participate in the online sessions, always choose a private quiet place, with reliable internet and working microphone and camera, as you will use them regularly for class participation and activity.
  • Prescribed resources:

    Books

    • Andrew John McStay (2016). Digital Advertising. n/a, Palgrave 224
    After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
    iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

    To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
Academic unit: Faculty of Society & Design
Subject code: ADVT11-140
Subject title: Digital and Experiential Advertising
Subject level: Undergraduate
Semester/Year: January 2022
Credit points: 10.000

Enrolment requirements

Requisites:

Nil
Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Restrictions:

Nil

Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:

  1. Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
  2. Apply relevant advertising theories and concepts for evaluating the usefulness and appropriateness of specific digital media technologies in the context of digital advertising and integrated marketing communications.
  3. Practically apply advertising theories and concepts as well as creative imagination by developing a basic digital advertising campaign concept based on a client brief.
  4. Evaluate and critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.

Generative Artificial Intelligence in Assessment

The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.

  • Type Task % Timing* Outcomes assessed
    Case Analysis Case study of digital media platforms and practices. 40% Week 6 1,2,4
    *Campaign Digital Advertising Campaign Concept. 40% Week 12 2,3,4
    Essay Reflective essay on digital media/advertising ethics. 20% Week 13 2,4
    • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
    • C = Students must reach a level of competency to successfully complete this assessment.

  • Assessment criteria

    High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
    Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
    Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
    Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
    Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

    Quality assurance

    For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Type Task % Timing* Outcomes assessed
Case Analysis Case study of digital media platforms and practices. 40% Week 6 1,2,4
*Campaign Digital Advertising Campaign Concept. 40% Week 12 2,3,4
Essay Reflective essay on digital media/advertising ethics. 20% Week 13 2,4
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Study Information

Submission procedures

Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.

Academic Integrity

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Accessibility and Inclusion Support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Additional subject information

Subject curriculum

Approved on: Nov 3, 2021. Edition: 5.1
Last updated: Oct 10, 2022