ADVG15490
Programmatic and Digital Media
Sheridan
 
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
 

Land Acknowledgement

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Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2019
Prerequisites: ADVG18508
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Natasha Millar
Course Leader or Contact: Colin Robey
Version: 20190107_00
Status: Approved (APPR)

Section I Notes: N/A

 
 
Section II: Course Details

Detailed Description
Students explore the impact of digital and programmatic technology on the delivery and analysis of advertising campaigns. The role of programmatic ad buying, its targeting capabilities and how it impacts different digital media strategies is investigated. Campaign results will be analyzed against objectives to determine likelihood of success. Students survey the current media landscape including the opportunities and challenges inherent in programmatically delivered digital communications. Through class discussion, lectures, online activities and independent research, students become familiar with the different technologies, terminology and platforms required to execute a programmatically delivered digital advertising campaign.

Program Context

 
Advertising and Marketing Comm Program Coordinator(s): Natasha Millar
This is a required course in the Advertising and Marketing Communication Management program that provides knowledge to support other courses in the program.

Advertising/Marketing CommMgmt Program Coordinator(s): Natasha Millar
This is a required course in the Advertising and Marketing Communication Management program that provides knowledge to support other courses in the program.


Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability to summarize the different opportunities and processes involved in advertising using digital technology.
 
Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

  1. Define common terminology used in digital and programmatic media advertising.
  2. Assess the advantages and challenges of various digital platforms
  3. Summarize the processes required in programmatic advertising.
  4. Identify different advertising deployment opportunities available through programmatic media.
  5. Describe the different strategies in programmatic advertising.
  6. Interpret the reports/results of a programmatic campaign.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Test #1 (Individual)20.0%
 Test #2 (Individual)25.0%
 Assignment #1 (Individual)20.0%
 Assignment #2 (Group)25.0%
 Mini Assignments (10 @ 1%)10.0%
Total100.0%

Evaluation Notes and Academic Missed Work Procedure:
All courses within the Advertising and Marketing Communications - Management program use the same late penalty policy. The penalty for a late assignment is 10% of the total value of the assessment for the first 24-hour period after it is due. For every additional 24-hour period, 20% will be deducted. After the third day (72 hours), the grade will be recorded as a zero (0) for that evaluation. There will be no resubmission of work unless, under exceptional circumstances, this has been agreed to or suggested by the instructor. Students in this course must attain a minimum 50% average on their individual and/or non-group work assignments, while achieving a minimum grade of 50% overall to pass this course.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:


 

Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Numeracy - Execute mathematical operations accurately.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

  • Portfolio
    Notes:  Both portfolio and interview are required.
  • Interview
    Notes:  Both portfolio and interview are required.

 
 
Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
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)

 



Sheridan Policies

It is recommended that students read the following policies in relation to course outlines:

  • Academic Integrity
  • Copyright
  • Intellectual Property
  • Respectful Behaviour
  • Accessible Learning
All Sheridan policies can be viewed on the Sheridan policy website.

Appropriate use of generative Artificial Intelligence tools: In alignment with Sheridan's Academic Integrity Policy, students should consult with their professors and/or refer to evaluation instructions regarding the appropriate use, or prohibition, of generative Artificial Intelligence (AI) tools for coursework. Turnitin AI detection software may be used by faculty members to screen assignment submissions or exams for unauthorized use of artificial intelligence.

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.


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