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Updated in [May 19th, 2023]

This course provides an overview of the evolution of online advertising from the beginnings of the Web to its current status as a major sector of the multi-billion dollar advertising industry. Students will learn about the key players, creative formats and executions, and how those ads are delivered and tracked. They will also gain an understanding of the major digital platforms, including search, social, and mobile, in terms of each marketplace, the key players, and marketing opportunities. Additionally, the course covers the digital campaign planning process, implementation, tracking, and reporting on the success of online advertising campaigns. Students will also learn about the career opportunities available in the online advertising industry, as well as the ways in which online advertising complements and enhances traditional media. Upon completion of the course, students will be able to recognize online ad unit formats, understand how online ads are priced and delivered, and be familiar with key measurement metrics. They will also be able to explain best practice techniques for tracking and optimizing campaigns, and understand how digital has changed consumers’ decision making process and its affect on the purchase funnel.

[Applications]

Upon completion of this course, students can apply their knowledge to create effective online advertising campaigns. They can also use the skills they have learned to develop strategies for targeting specific audiences, track and optimize campaigns, and measure the success of their campaigns. Additionally, students can use the knowledge they have gained to pursue a career in digital marketing, social media, public relations, or other related fields.

[Career Paths]

1. Social Media, Marketing and Public Relations: Social media, marketing and public relations professionals are responsible for creating and managing campaigns that promote a company’s products and services. They use a variety of digital tools and platforms to reach their target audiences, and must be able to measure the success of their campaigns. As the digital landscape continues to evolve, these professionals must stay up-to-date on the latest trends and technologies in order to remain competitive.

2. Internet Content Management: Internet content managers are responsible for creating, managing, and maintaining content on websites and other digital platforms. They must be able to create content that is engaging and informative, and must be able to optimize it for search engine optimization (SEO). As the digital landscape continues to evolve, these professionals must stay up-to-date on the latest trends and technologies in order to remain competitive.

3. Online Media Production: Online media production professionals are responsible for creating and managing digital content for websites, social media, and other digital platforms. They must be able to create content that is engaging and informative, and must be able to optimize it for search engine optimization (SEO). As the digital landscape continues to evolve, these professionals must stay up-to-date on the latest trends and technologies in order to remain competitive.

4. Communication Design or Marketing Project Manager: Communication design or marketing project managers are responsible for creating and managing campaigns that promote a company’s products and services. They use a variety of digital tools and platforms to reach their target audiences, and must be able to measure the success of their campaigns. As the digital landscape continues to evolve, these professionals must stay up-to-date on the latest trends and technologies in order to remain competitive.

[Education Paths]

Degree Paths and Developing Trends:


1. Bachelor of Science in Digital Advertising: This degree program focuses on the fundamentals of digital advertising, including the development of creative campaigns, the use of analytics to measure success, and the use of emerging technologies to reach target audiences. This degree is becoming increasingly popular as digital advertising continues to grow in importance.

2. Master of Science in Digital Marketing: This degree program focuses on the strategic aspects of digital marketing, including the development of marketing plans, the use of data to inform decisions, and the use of digital channels to reach target audiences. This degree is becoming increasingly popular as digital marketing continues to become more complex and competitive.

3. Master of Science in Digital Media: This degree program focuses on the creative aspects of digital media, including the development of content, the use of multimedia to engage audiences, and the use of emerging technologies to reach target audiences. This degree is becoming increasingly popular as digital media continues to become more important in the marketing mix.

4. Doctor of Philosophy in Digital Advertising: This degree program focuses on the research aspects of digital advertising, including the development of new technologies, the use of analytics to measure success, and the use of emerging technologies to reach target audiences. This degree is becoming increasingly popular as digital advertising continues to evolve and become more complex.