Module UXS-2063:
Digital Advertising
Digital Advertising 2024-25
UXS-2063
2024-25
School of Arts, Culture And Language
Module - Semester 2
20 credits
Module Organiser:
Andrew McStay
Overview
On the Digital Advertising module you will gain insight into the nature, functioning, and implications of the modern advertising industry. By focusing on digital media, you will engage critically with the history and business of digital advertising within the media environment. You will learn how creativity, audiences, technology, policy and regulation, profiling, privacy, and future trends all impact on the advertising that we encounter every day. Weekly case studies will provide opportunities to apply theoretical, technical, legal and industrial insight and make recommendations to key stakeholders on trends and best ethical practice.
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 Strategy
-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. -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). -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. -another level-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.
Learning Outcomes
- Appreciate the complexity of digital advertising and its media ecosystem
- Critically analyse digital advertising to advise best ethical practice
- Identify relevant governance frameworks that should guide modern advertising
- Recognize how technical factors inform digital advertising
Assessment method
Report
Assessment type
Crynodol
Description
Provide a stakeholder recommendation to meet a real-world need.
Weighting
70%
Due date
16/05/2023
Assessment method
Group Presentation
Assessment type
Crynodol
Description
This assessment point involves co-leading a seminar. Full details will be provided, but in brief this involves close reading of the week's set text, contextual reading that makes use of the library journal system, and use of up to date examples to judge the adequacy of the theory. Group mark for collective leadership of a seminar.
Weighting
30%
Due date
24/03/2023