Course coordinator
Dr Mark Brown
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course introduces students to marketing and advertising processes for creating value and managing consumers in expanding electronic, interactive, and networked environments. In this subject students will examine marketing's role in developing solutions that leverage consumers engagement with technological platforms and gain practical insight into the application of technology in product and service design, advertising, branding and communications, and e-marketing strategy.
Offering students a unique opportunity to become immersed in the contemporary advertising ecosystem by providing exposure to the complex array of issues faced by those advertising and communicating in digital media. The knowledge and skills that are covered will be fundamental requirements for students considering future careers in advertising but also more broadly in marketing and business in general. Advertising is an industry that has undergone massive transformation in recent years and the course will change the way students think about marketing communication. It involves a broad and deep exploration of both theoretical and practical advertising concepts and their application in digital media environments.
Course requirements
Assumed background
As an introduction to online advertising, no prior knowledge is assumed. However, there is an assumption you will read course materials materials critically.
Before attempting this course, you are advised that it is important to complete the appropriate prerequisite course(s) listed on the front of this course profile. No responsibility will be accepted by UQ Business School, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) has/have not been completed, for any reason whatsoever.
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
ADVT7508
Incompatible
You can't enrol in this course if you've already completed the following:
MKTG7507
Restrictions
Quota: Minimum of 15 enrolments
Course contact
Course staff
Lecturer
Dr Mark Brown
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full name
- Student ID
- Course Code
Aims and outcomes
This course aims to introduce students to digital advertising by exploring the characteristics of digital media communication strategies and tactics. In addition to the theoretical focus on advertising concepts and their application in digital media, students are provided with practical opportunities to develop and apply their knowledge. Communication skills are important competencies for effective performance in advertisting. Therefore, the course requires students to be able to discuss and write about relevant online advertising issues. Specifically, the practical component of the course requires students to develop an online advertising campaign.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Understand the how and why of digital marketing communications for multiple goals within a larger marketing and/or media strategy.
LO2.
Remember the structure and function of the digital advertising environment.
LO3.
Collaborate with others to develop, evaluate, and complete a comprehensive digital marketing communications strategy and plan.
LO4.
Apply effective writing skills appropriate to the digital advertising discipline.
LO5.
Learn to utilise modern digital advertising technologies.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Examination | In-Semester Exam | 25% |
2/05/2025 10:00 am
During Lecture |
| Paper/ Report/ Annotation |
Google Ads Certification and Ethical Reflection
|
35% |
16/05/2025 3:00 pm |
| Paper/ Report/ Annotation, Project |
Digital Advertising Plan
|
40% |
30/05/2025 3:00 pm |
Assessment details
In-Semester Exam
- Mode
- Written
- Category
- Examination
- Weight
- 25%
- Due date
2/05/2025 10:00 am
During Lecture
- Learning outcomes
- L01, L02
Task description
This In-Semester Exam will be conducted via Blackboard.
It will be held in Week 9 during officially scheduled lecture time.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | no planning time minutes |
|---|---|
| Duration | 30 minutes |
| Calculator options | Any calculator permitted |
| Open/closed book | Open Book examination |
| Exam platform | Other |
| Invigilation | Not invigilated |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Google Ads Certification and Ethical Reflection
- Online
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 35%
- Due date
16/05/2025 3:00 pm
- Other conditions
- Longitudinal.
- Learning outcomes
- L02, L04, L05
Task description
This assessment involves the completion of specified Google Ads Certification modules and a reflection on your engagement with this experience.
There are two components to the assessment:
- The completion of specified Google Ads online learning modules and accompanying certification exams (details to be provided on the course Learn.UQ website).
- A reflection paper synthesising your experience of the certification process with a discussion of the ethics of digital advertising (further details will be provided on the course Learn.UQ website).
NOTE: It is a course requirement that the certifications be completed prior to writing the paper. Evidence of completion must be provided. It is highly advisable that this assessment piece be completed progressively throughout the semester. Although some time may be allocated in the workshop sessions to complete module components and discuss any issues, questions or concerns, it will not be nearly enough. Therefore, it is strongly recommended you commence this learning material early in the semester and it will be assumed by teaching staff that you have done so. The assessment has considerable "career value" and is also directly applicable to the major project assessment item in this course.
You MUST be able to access Google Skillshop to complete this assessment.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
The reflection paper, including screenshots and links to accreditation completion, should be submitted electronically via Turnitin by the due date.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Digital Advertising Plan
- Team or group-based
- Mode
- Written
- Category
- Paper/ Report/ Annotation, Project
- Weight
- 40%
- Due date
30/05/2025 3:00 pm
- Other conditions
- Peer assessment factor.
- Learning outcomes
- L01, L03, L04, L05
Task description
The major assignment will involve the development of a digital advertising campaign to be undertaken as part of a team of four to five persons.
Advertising campaigns are frequently created by teams at both smaller and larger agencies/consultancies (or in-house marketing departments).
This project will require the submission of a written plan, replicating the process used in the advertising business.
The document is to be submitted in electronic form via the course Learn.UQ (Blackboard) website.
Only one student per team is required to upload the file.
A full description of this major assessment item, including detailed supporting documentation and comprehensive submission guidelines will be provided by the course coordinator via Learn.UQ.
A compulsory online peer assessment is required for all students in order to receive a grade for this assessment item.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Submit in electronic form via the course Blackboard assessment link. Only one student required to upload per team.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Library resources are available on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Introduction to Digital Advertising Learning outcomes: L01, L03 |
Week 2 |
Tutorial |
Intro and Assessment Overview Introduction to tutorial class and assessment overview Learning outcomes: L01, L03 |
Lecture |
Key Concepts in Advertising: An Overview (Pre-recorded lecture only) Learning outcomes: L01, L03 |
|
Week 3 |
Tutorial |
Key Concepts in Advertising Learning outcomes: L01, L03 |
Lecture |
Role of Search in Advertising Strategy Learning outcomes: L01, L03 |
|
Week 4 |
Tutorial |
Role of Search in Advertising Strategy Learning outcomes: L01, L03 |
Lecture |
Digital Ad Choices (Part I) Learning outcomes: L01, L03 |
|
Week 5 |
Tutorial |
Digital Ad Choices (Part I) Learning outcomes: L01, L03 |
Lecture |
Digital Ad Choices (Part II) Learning outcomes: L01, L03 |
|
Week 6 |
Tutorial |
Digital Ad Choices (Part II) Learning outcomes: L01, L03 |
Lecture |
Digital Advertising Environment Learning outcomes: L01, L02, L03 |
|
Week 7 |
Tutorial |
Digital Advertising Environment Learning outcomes: L01, L02, L03 |
Lecture |
Mechanics of Ad Placement Learning outcomes: L01, L03 |
|
Week 8 |
Tutorial |
Mechanics of Ad Placement Good Friday Public Holiday - Friday 18 April 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L03 |
Lecture |
Digital Advertising Planning and Measurement This lecture will be a pre-recorded video lecture. Due to the Good Friday public holiday, the lecture can be watched at a time of your convenience. Learning outcomes: L01, L03 |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 9 |
Tutorial |
Digital Advertising Planning & Measurement Learning outcomes: L01, L03 |
Lecture |
Advertising and Social Media This lecture will be a pre-recorded video lecture. Due to the in-class in-semester exam, the lecture can be watched at a time of your convenience. Learning outcomes: L01, L03 |
|
Week 10 |
Tutorial |
Advertising and Social Media Labour Day Public Holiday - Monday 5 May 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L03 |
Lecture |
Digital Out-of-Home Digital Out-of-Home: Beyond Personal Screens Learning outcomes: L01, L03 |
|
Week 11 |
Tutorial |
Out-of-Home: Beyond Personal Screens Learning outcomes: L01, L03 |
Lecture |
Legal and Regulatory Issues in dgt advt. Legal and Regulatory Issues in Digital Advertising Learning outcomes: L01, L03 |
|
Week 12 |
Tutorial |
Regulations in Digital Advertising Legal and Regulatory Issues in Digital Advertising Learning outcomes: L01, L03 |
Lecture |
Project Week No lecture. Learning outcomes: L03, L04, L05 |
|
Week 13 |
Tutorial |
Course Wrap Learning outcomes: L01, L02 |
Lecture |
Course Wrap Learning outcomes: L01, L02 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.