Explore the evolution of online advertising from the beginnings of the Web, and how it has developed into a major sector of the multi-billion dollar advertising industry. We’ll cover the key players, as well as the multitude of different creative formats and executions and how those ads are delivered and tracked.
Find out about the major digital platforms, including search, social, and mobile, in terms of each marketplace, the key players, and marketing opportunities.
We’ll also build an understanding the digital campaign planning process along with the process of implementing, tracking, and reporting on the success of online advertising campaigns.
What will I learn?
How the online advertising has developed into a major industry and created new career opportunities
The ways online advertising complements and enhances traditional media
Essential digital jargon and key concepts
You’ll recognise online ad unit formats, what they’re called, and how they work
How online ads are priced and delivered, along with key measurement metrics
That search plays a role as a “connector” for marketing activities
How social channels can be used to amplify marketing efforts
The way mobile is transforming consumers’ use of the Internet and the resulting marketing opportunities
Setting realistic, measurable campaign objectives
Identify the steps involved in digital campaign planning
Understand the process of selling an online ad program
Explain best practice techniques for tracking and optimising campaigns
How digital has changed consumers’ decision making process and its affect on the purchase funnel
This course requires approximately 2 - 4 hours of study per week, but can vary depending on the student. This includes watching videos, and taking quizzes and assessments.
If you pass this course you'll receive a Certificate of Achievement. While this certificate isn't a formal qualification or credit, you can use it to demonstrate your interest in learning about this area to potential employers or educational institutions.
Where could this lead me?
If you're wondering what your future could look like in this area, here are some potential careers you could head towards.
Social media, marketing and public relations
Internet content management
Online media production
Communication design or Marketing project manager
Account planning manager
Client services executive
Client services director
MODULE 1: EVOLUTION OF ONLINE ADVERTISING
MODULE 2: TYPES OF ONLINE ADVERTISING
MODULE 3: DIGITAL PLATFORMS
MODULE 4: DIGITAL CAMPAIGN PLANNING & MEASUREMENT