Short Title:Online Advertising
Full Title:Online Advertising
Module Code:DMKT H2017
ECTS credits: 5
NFQ Level:6
Module Delivered in 3 programme(s)
Module Contributor:Anne Marie Nolan
Module Description:The main aims of this module are to provide the learner with: A solid foundation in the principles of online advertising and its role within the digital marketing communications mix. A conceptual knowledge and practical appreciation of online advertising strategy development and implementation. An ability to examine the role and function of the various online advertising options and develop online advertising campaigns. A practical understanding and knowledge of the main evaluation tools used to determine the success of an online advertising campaign. This module will build on the foundation concepts of advertising and communication delivered in year 2 with a specific focus on the applied nature of advertising in the digital domain.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Describe the principles of online advertising and their key role within the digital marketing mix.
  2. Apply the principles involved in developing and implementing an online advertising strategy.
  3. Discuss and apply various online advertising options
  4. Assess the outcomes of an online advertising campaign using key evaluation techniques and analytical tools.

Module Content & Assessment

Indicative Content
Developing an Online Advertising Strategy
The online advertising process (briefing, research, development, testing, implementation, evaluation) Developing clear and achievable online advertising objectives, Integrating online and offline advertising, Co-ordinating online advertising with other elements of the digital marketing communications mix.
Search Engine Advertising / Pay-Per-Click
Search engine marketing (SEM) and pay-per-click (PPC) advertising through the major search engines. The strategic importance of SEM and what it can deliver as part of a digital marketing strategy. The key advantages of PPC advertising. Setting PPC Objectives, PPC & Google AdWords, Creating an AdWords Campaign, Evaluating a PPC Campaign.
Display Advertising
Display advertising and the benefits of adopting it as part of a digital marketing strategy. The key stages involved in developing & managing an online display campaign. The strategic importance of utilising effective targeting, budgeting and monitoring techniques. Standard Display Formats, Rich Media Ads, Pre-rolls, Mid-rolls, Video Tickers, Sponsorships / Integrations, Native Advertising, Brand campaigns / direct response campaigns, Planning, developing, implementing, monitoring & evaluating a display campaign.
Media and Online Advertising
The online advertising buying process , Media Planning & Strategy, Media Buying, Adserving, Campaign Reporting / evaluation.
Mobile Marketing
The context for mobile marketing, key drivers Consumer expectations and behaviour in the mobile category, Developing a mobile advertising strategy: goals, strategy, implementation, testing & review, Mobile advertising formats, Geo-location advertising, QR Codes, Mobile Coupons / ticketing, Mobile Optimised Websites, Mobile Apps, Social Media.
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project The Continuous Assessment will involve students developing an online advertising strategy and campaign for a designated product. This will involve research of online consumer trends and behaviour, strategy development, creative ideas, media plan and evaluation techniques. The continuous assessment will take the form of a written report and ‘marketing pitch’ presentation. The assessment will be linked with the concurrent module Public Relations to give the students the opportunity to experience the real marketing industry and the integration of the marketing communications mix both online and offline. 1,2,3,4 100.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
Reassessment Description
An individual repeat assignment will be provided to students for submission in August.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 1.00
Every Week 1.00
Every Week 2.00
Recommended Book Resources
  • Smith, Paul and Chaffey, Dave 2016, Emarketing Excellence: Planning, optimising your digital marketing, 5th Ed., Elsevier.
Supplementary Book Resources
  • Greenbreg, Eric and Kates, Alexander 2013, Strategic Digital Marketing, McGraw-Hill
  • Harris, John 2015, Online Advertising: marketing in the digital age, Zion Publishing
  • Ryan, Damien 2014, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation., Kogan Page
  • Smith, Mike 2015, Targeted: how technology is revolutionising advertising and the way companies reach customers, American Management Association
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 4 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 4 Mandatory
BN_BDMKT_XDE Certificate in Digital Enterprise. Minor award of the Bachelor of Arts (Honours) in Digital Marketing 2 Mandatory