Course description

The Advertising industry has undergone significant transformations in recent years as interactive and digital media have changed media and advertising. This course will explore the implications for media content, audiences, modes of media consumption and production, modes of delivery for advertising and methods of audience measurement within an online environment. The course investigates developments in digital and interactive media, the online advertising environment and online media/advertising consumption by audiences. Students will gain practical skills in how to use online environments for advertising: how to target particular audiences, how to manage online content and digital objects, and other practical considerations such as how to utilize social media, and the importance of Search Engine Marketing.

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