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.
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Details
Academic unit: Faculty of Society & Design Subject code: ADVT11-140 Subject title: Digital and Experiential Advertising Subject level: Undergraduate Semester/Year: January 2025 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Forum: x12 (Total hours: 24) - Weekly Forum
- 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 insufficient 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 any available recordings of weekly live sessions 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 familiarity with the content. It is recommended students bring their laptops to class. -
Resources
Prescribed resources: Books
- Andrew John McStay (2016). Digital Advertising. n/a, Palgrave 224
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class 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
Class recordings: The primary workload items for this subject will be recorded for the purpose of revision.
These recordings are not a substitute for attending classes. Students are encouraged to attend all sessions as there may be instances where a session is not recorded due to the presence of a guest speaker, the inclusion of sensitive or protected content, or technical issues. Students are advised not to rely solely on these recordings for revision.
See the Recording policy for further details.
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | ADVT11-140 |
| Subject title: | Digital and Experiential Advertising |
| Subject level: | Undergraduate |
| Semester/Year: | January 2025 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| 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 insufficient 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 any available recordings of weekly live sessions 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 familiarity with the content. It is recommended students bring their laptops to class. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class 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 |
| Class recordings: | The primary workload items for this subject will be recorded for the purpose of revision. These recordings are not a substitute for attending classes. Students are encouraged to attend all sessions as there may be instances where a session is not recorded due to the presence of a guest speaker, the inclusion of sensitive or protected content, or technical issues. Students are advised not to rely solely on these recordings for revision. See the Recording policy for further details. |
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. Assumed Prior Learning (or equivalent):
|
| 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.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- 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.
- Practically apply advertising theories and concepts as well as creative imagination by developing a basic digital advertising campaign concept based on a client brief.
- 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.
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Assessment details
Type Task % Timing* Outcomes assessed Case Analysis Case study of digital media platforms and practices. 40.00% Week 6 1,2,4 Project Digital Advertising Campaign Concept. 40.00% Week 12 2,3,4 Essay Reflective essay on digital media/advertising ethics. 20.00% 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.
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Assessment criteria
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. | 40.00% | Week 6 | 1,2,4 |
| Project | Digital Advertising Campaign Concept. | 40.00% | Week 12 | 2,3,4 |
| Essay | Reflective essay on digital media/advertising ethics. | 20.00% | 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.
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
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
Subject curriculum
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Introduction
Course overview and introduction to key terms and concepts.
SLOs included
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- Evaluate and critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.
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Digital advertising strategy
Fundamental concepts related to digital advertising.
SLOs included
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- 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.
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Creative imagination
Creative leaps: From 'traditional' to 'digital' advertising.
SLOs included
- 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.
- Practically apply advertising theories and concepts as well as creative imagination by developing a basic digital advertising campaign concept based on a client brief.
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Websites, platforms and metrics
What makes a good website? And what are useful metrics for evaluating advertising effectiveness?
SLOs included
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- 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.
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Search and algorithms
What makes Search Engine Marketing such an effective advertising tool? And what are 'algorithms', actually?
SLOs included
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- 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.
- Evaluate and critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.
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Display advertising and automation
What are the characteristics of good display advertising? And to what extent do machines now manage digital advertising?
SLOs included
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- 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.
- Evaluate and critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.
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Social media
How to think strategically about social media content.
SLOs included
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- 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.
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Interfaces: exploring new sensory territories
Thinking about advertising as 'media innovation' and technology that 'plays' with our senses.
SLOs included
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- 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.
- Evaluate and critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.
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Artificial Intelligence
What is machine learning? How does it impact advertising? And can machines be creative?
SLOs included
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- 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.
- Evaluate and critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.
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Digital ethics
Thinking critically about digital advertising: Surveillance, privacy and behavior modification.
SLOs included
- Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
- Evaluate and critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.
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The Pitch
Campaign presentations!
SLOs included
- Practically apply advertising theories and concepts as well as creative imagination by developing a basic digital advertising campaign concept based on a client brief.