Skip to main content
Home

Information for:

  • Alumni
  • Applicants
  • Current Students
  • Staff
  • Job Vacancies
  • Covid-19
  • Cymraeg
My country:

Main Menu

    • Study Options
      • Study Home
      • Why Study at Bangor?
      • Undergraduate Study
      • Postgraduate Taught Study
      • Postgraduate Research
      • Part-time Courses
      • January Start Courses
      • Degree Apprenticeships
      • Study Abroad
      • Work Experience
    • Study Advice
      • Apply
      • Already Applied?
      • Fees and Finances
      • Scholarships and Bursaries
      • Get Ready for University
    • Explore Bangor
      • Virtual Open Days and Visits
      • Virtual Student Experience

    Find a Course

    Order a Prospectus

    • Student Life
      • Student Life Home
      • Bangor and the Area
      • Social Life and Entertainment
      • Accommodation
      • Clubs and Societies
      • Sport
      • Virtual Student Experience
    • Your Experience at Bangor
      • Student Support
      • Skills and Employability
      • Study or Work Abroad
      • Fees and Finances

    Welcome 2021

    Student Profiles

    Student Videos and Vlogs

    • Choose Bangor
      • International Home
      • Why Bangor?
      • Location
      • Student Support
      • Contact Us
    • Apply
      • Entry Requirements
      • Tuition Fees and Scholarships
      • How to Apply
      • Already Applied
      • Study Abroad
      • Exchanges

    January Intake Courses

    Country Specific Information

    Bangor University International College

    Covid-19 Information

    • Research
      • Research Home
      • About Our Research
      • Research in our Academic Schools
      • Research Institutes and Centres
      • Research Portal
      • Research, Innovation and Impact Office (RIIO)
      • Energy
      • Research News
    • Postgraduate Study and Research Opportunities
      • Postgraduate Research Study
    • Events and Training Opportunities
      • Researcher Development
    • The University
      • About Us
      • Our Mission
      • Our Location
      • Academic Schools and Colleges
      • Services and Facilities
      • University Management and Governance
      • Vice Chancellor's Office
      • Working with Business
      • Working with the Community
      • Sustainability
      • Contact Us
    • Working for Us
      • Job Vacancies
    • University Management and Governance
      • Policies and Procedures
      • Slavery and Human Trafficking Statement
    • University and the Community
      • Pontio
      • Sports Facilities
      • Conference Facilities
      • Places to Eat and Drink
      • Public Events
      • Widening Access
      • Services to Schools
    • Business Services
      • Business Services Home
    • Collaboration Hub
      • Collaboration Hub
      • Funding for Collaborative Research and Development (R&D) & Innovation
      • Business Facilities and Networks
      • Consultancy, Specialist Expertise and Knowledge
      • Commercialisation and Intellectual Property (IP)
      • Student Placements and Internships in Business & Enterprise
      • Training and Continuing Professional Development
      • Degree Apprenticeships
    • Conferencing and Business Dining
      • Conferencing Facilities
      • Business Dining
    • Contacts
      • Research, Innovation and Impact Office (RIIO)
      • Get In Touch
    • News
      • Current News
      • Research News
      • Student News
    • Events
      • Events

    • Study Options
      • Study Home
      • Why Study at Bangor?
      • Undergraduate Study
      • Postgraduate Taught Study
      • Postgraduate Research
      • Part-time Courses
      • January Start Courses
      • Degree Apprenticeships
      • Study Abroad
      • Work Experience
    • Study Advice
      • Apply
      • Already Applied?
      • Fees and Finances
      • Scholarships and Bursaries
      • Get Ready for University
    • Explore Bangor
      • Virtual Open Days and Visits
      • Virtual Student Experience

    Find a Course

    Order a Prospectus

    Covid-19 information

    • Student Life
      • Student Life Home
      • Bangor and the Area
      • Social Life and Entertainment
      • Accommodation
      • Clubs and Societies
      • Sport
      • Virtual Student Experience
    • Your Experience at Bangor
      • Student Support
      • Skills and Employability
      • Study or Work Abroad
      • Fees and Finances

    Welcome 2021

    Student Profiles

    Student Videos and Vlogs

    • Choose Bangor
      • International Home
      • Why Bangor?
      • Location
      • Student Support
      • Contact Us
    • Apply
      • Entry Requirements
      • Tuition Fees and Scholarships
      • How to Apply
      • Already Applied
      • Study Abroad
      • Exchanges

    January Intake Courses

    Country Specific Information

    Bangor University International College

    Covid-19 Information

    • Research
      • Research Home
      • About Our Research
      • Research in our Academic Schools
      • Research Institutes and Centres
      • Research Portal
      • Research, Innovation and Impact Office (RIIO)
      • Energy
      • Research News
    • Postgraduate Study and Research Opportunities
      • Postgraduate Research Study
    • Events and Training Opportunities
      • Researcher Development
    • The University
      • About Us
      • Our Mission
      • Our Location
      • Academic Schools and Colleges
      • Services and Facilities
      • University Management and Governance
      • Vice Chancellor’s Office
      • Working with Business
      • Working with the Community
      • Sustainability
      • Contact Us
    • Working for Us
      • Job Vacancies
    • University Management and Governance
      • Policies and Procedures
      • Slavery and Human Trafficking Statement
    • University and the Community
      • Pontio
      • Sports Facilities
      • Conference Facilities
      • Places to Eat and Drink
      • Public Events
      • Widening Access
      • Services to Schools
    • Business Services
      • Business Services Home
    • Collaboration Hub
      • Collaboration Hub
      • Funding for Collaborative Research and Development (R&D) & Innovation
      • Business Facilities and Networks
      • Consultancy, Specialist Expertise and Knowledge
      • Commercialisation and Intellectual Property (IP)
      • Student Placements and Internships in Business & Enterprise
      • Training and Continuing Professional Development
      • Degree Apprenticeships
    • Conferencing and Business Dining
      • Conferencing Facilities
      • Business Dining
    • Contacts
      • Research, Innovation and Impact Office (RIIO)
      • Get In Touch
    • News
      • Current News
      • Research News
      • Student News
    • Events
      • Events

Information for:

  • Alumni
  • Applicants
  • Current Students
  • Staff
  • Job Vacancies
  • Covid-19
My country:

Search

Close

Breadcrumb

Share this page:
  • Twitter
  • Facebook
  • LinkedIn
  • Cymraeg

Share this page:
  • Twitter
  • Facebook
  • LinkedIn

Apply Now

Find out how to apply

Order a Postgraduate Prospectus

Order now

Postgraduate Fair

Find out more

Postgraduate Tuition Fees

View our full tuition fees information

Module UXS-3063:
Digital Advertising

Module Facts

Run by School of Languages, Literatures, Linguistics and Media

20.000 Credits or 10.000 ECTS Credits

Semester 2

Organiser: Mrs Bissie Anderson

Overall aims and purpose

The purpose of this dual-coded course is to offer students insight into the nature functioning and implications of the modern advertising industry. Focusing on digital media, it considers the history and business of digital advertising, the media environment, how it works, creativity, audiences, technology, threats to the industry, policy and regulation, profiling, privacy, and future trends. By means of weekly case studies students will eventually use theoretical, technical, legal and industrial insight to make recommendations to key stakeholders on trends and best ethical practice.

Course content

Topics may include: an overview of digital affordances; examination of the history of digital advertising; analysis of of how it works; consideration of creativity; assessment of key contemporary issues; analysis of media properties and how these may be "hacked"; consideration of new forms of digital profiling, laws and regulations; debating art versus science in advertising; and wider social and moral questions germane to advertising.

Assessment Criteria

C- to C+

Work at this level (C- to C+) will demonstrate above average writing skills, background research and conceptual understanding and a degree of success in using these to understand digital advertising.

good

At B- to B+ a greater attempt to engage with ideas will have been made. Mistakes may still have been made but the student will have read more broadly and understood their examples in greater depth (whether this be a law, company, technology or other aspect of digital advertising).

threshold

Work at this level (D and D+) will demonstrate adequate writing skills, a limited amount of background research, some attempt to grapple with concepts and a degree of success in using these to understand digital advertising. At threshold level mistakes will have been made in comprehension and thereafter application.

excellent

At this level of A- and above students will display mature appreciation of digital advertising, its multifaceted nature, theoretical and ethical implications, and will have made an attempt to synthesize this understanding (to compare and contrast, and arrive at an argument). Students will also be able to make rich connections between theory and the real world so to advance understanding of either/both theory or/and appreciation of a practical digital advertising matter.

Learning outcomes

  1. To have a strong awareness of technical factors that inform digital advertising

  2. To be able to critically analyse digital advertising to advise on best ethical practice

  3. Apply and critique governance frameworks that should guide modern advertising

  4. Synthesise, theorise and make sense of the complexity of digital advertising

Assessment Methods

Type Name Description Weight
Leading the Seminar 50.00
Essay 50.00

Teaching and Learning Strategy

Hours
Lecture

The lecture format will be employed, although the lecturer will be sensitive to need for high levels of interaction so as to ensure comprehension.

12
Private study

This will involve reading course materials and beyond. The latter will encompass academic sources, but also industry reports, policy documents and relevant news sources to be advised by the lecturer.

152
Seminar

These will primarily be student-led so as to encourage engagement and maintain weekly enthusiasm.

12
Study group

Students will be required to form study groups to explore topics, compare understanding and prepare for module tasks.

24

Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
  • Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting

Resources

Resource implications for students

Minimal. Beyond the suggestion of buying the course textbook, there should be no other resource implications.

Courses including this module

Compulsory in courses:

  • WP83: BA Media Studies & Creative Wrtng year 3 (BA/CWMS)
  • PQ53: BA English Language & Journalism year 3 (BA/ELJO)
  • Q3P3: BA English Lang with Media Stds year 3 (BA/ELMS)
  • 3HPQ: BA Media Studies and English Literature year 3 (BA/MEN)
  • P306: BA Media Studies year 3 (BA/MS)
  • P31B: BA Media Studies (4 year with Incorporated Foundation) year 3 (BA/MS1)
  • P30F: BA Media Studies [with Foundation Year] year 3 (BA/MSF)
  • P3R1: BA Media Studies with French year 3 (BA/MSFR)
  • P3R2: BA Media Studies with German year 3 (BA/MSG)
  • P310: BA Media Studies with Game Design year 3 (BA/MSGD)
  • 8U76: BA Media Studies (with International Experience) year 3 (BA/MSIE)
  • P3R3: BA Media Studies with Italian year 3 (BA/MSIT)
  • PW33: BA Media Studies and Music year 3 (BA/MSMUS)
  • LP33: BA Media Studies and Sociology year 3 (BA/MSSOC)
  • P3R4: BA Media Studies with Spanish year 3 (BA/MSSP)
  • P3R5: BA Media Stud with Spanish (with International Experience) year 4 (BA/MSSPIE)
  • P3WL: BA Media Studies with Theatre and Performance year 3 (BA/MSTP)
  • P3WB: BA Media Stud with Theatre & Perform (4yr with Incorp Found) year 3 (BA/MSTP1)
  • M1P1: LLB Law with Media Studies year 3 (LLB/LMS)

Optional in courses:

  • T103: BA Chinese and Creative Studies year 4 (BA/CHCS)
  • WPQ0: BA Creative Studies year 3 (BA/CST)
  • WPQB: BA Creative Studies (4 year with Incorporated Foundation) year 3 (BA/CST1)
  • WQ93: BA Creative Stds & English Lang. year 3 (BA/CSTEL)
  • WR91: BA French and Creative Studies year 4 (BA/CSTFR)
  • WR92: BA German and Creative Studies year 4 (BA/CSTG)
  • WR93: BA Italian and Creative Studies year 4 (BA/CSTITAL)
  • WR94: BA Spanish & Creative Studies year 4 (BA/CSTSP)
  • WP83: BA Media Studies & Creative Wrtng year 3 (BA/CWMS)
  • W620: BA Film Studies year 3 (BA/FLM)
  • W62B: BA Film Studies (4 year with Incorporated Foundation) year 3 (BA/FLM1)
  • P3W8: BA Film Studies and Creative Writing year 3 (BA/FSCW)
  • 2W89: BA Film Studies (with International Experience) year 3 (BA/FSIE)
  • PP53: BA Journalism and Media Studies year 3 (BA/JMS)
  • PP5B: BA Journalism & Media Studies (4yr with Incorp Foundation) year 3 (BA/JMS1)
  • 3HPQ: BA Media Studies and English Literature year 3 (BA/MEN)
  • PW33: BA Media Studies and Music year 3 (BA/MSMUS)
  • LP33: BA Media Studies and Sociology year 3 (BA/MSSOC)
  • W6W8: BA Professional Writing & Film year 3 (BA/PWF)
  • P3W9: BA Professional Writing and Media year 3 (BA/PWM)
  • W900: MArts Creative Practice year 3 (MARTS/CP)

Home

Study

  • Postgraduate Taught Study
Home

Follow Us

  • Twitter
  • Facebook
  • Instagram
  • Youtube
  • LinkedIn

Bangor University

Bangor, Gwynedd, LL57 2DG, UK

+44 (0)1248 351151

marketing@bangor.ac.uk

Visit Us

Maps & Directions

Policy

  • Legal Compliance
  • Modern Slavery Act 2015 Statement
  • Accessibility Statement
  • Privacy and Cookies
Map

Bangor University is a Registered Charity: No. 1141565

© 2020 Bangor University