Instruction Mode: In-Class
Professor: Multiple Professors
Resource(s): N/A
Applicable student group(s): N/A
Course Details: Module 1: Introduction to Digital Media
Common terminology used in digital advertising
Current trends in digital advertising
Role of digital technology in traditionally non-digital media
Advantages and challenges of advertising in digital media
Test 20%
Assignment 01 (Individual) 20%
Module 2: Programmatic Message Delivery
Demand-Side Platforms and Process
Common DSP Terminology
DSP platform input options
Supply-Side Platforms and Process
Common SSP Terminology
SSP Inventory options
Data Management Platforms and Process
First Party Data
Second and Third Party Data
Assignment 02 (Group) 25%
Module 3: Programmatic Deployment and Analysis
Reporting in programmatic advertising
Evaluating different outcomes and optimizing the campaign
Test 25%
Mini Assignments (10 @ 1% each)