PMCb1124 New Media Advertising

Faculty of Social Studies
Autumn 2023
Extent and Intensity
1/1/0. 4 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Teacher(s)
Kenneth C. Yang, Ph. D (lecturer)
Mgr. Iveta Jansová, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Iveta Jansová, Ph.D.
Department of Media Studies and Journalism – Faculty of Social Studies
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
Fri 14:00–15:40 P21a
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
OBJECTIVES AND GOALS OF THIS COURSE: This course will cover state-of-the-art developments in the converging multi-platform media landscape. The course is designed to familiarize students with recent developments in new media and their growing applications in the advertising industry. Students will also learn essential theories, concepts, technical knowledge, and best campaign practices that can prepare them for a career in the new media area of the advertising industry.
Learning outcomes
LEARNING OUTCOMES: It is expected that students will come out of this course with the following: • Understanding digital media technologies and how the advertising industry responds to these challenges and opportunities. • Knowledge about new media users, their behaviors, and implications for the advertising industry. • Knowledge about tools and practices by key players in the digital advertising industry. • Ability to plan an effective advertising campaign using these digital media platforms. • Ability to conduct academic or practical research on diverse topics of digital media. • Essential information literacy skills to help strategy-based decision-making. • Preparation for careers in the new media advertising industry as theory guides practice.
Syllabus
  • 1 SEPTEMBER 22, 2023 [ONLINE] --Course introduction --Choosing an agency/a company/a platform for your group agency report (200 points) --Choosing a new media campaign for your group campaign report (300 points) Zoom Link: https://cesnet.zoom.us/j/97889265436 Review Course Syllabus 2 SEPTEMBER 29, 2023 [IN-PERSON] [ROOM:??] --Emerging Multi-platform Media Landscape and Impacts on the Advertising Industry --Surviving in a Disruptive Age Falcon.IO, "2020 Digital Marketing Trends" [File name: wk2-1] Ogilvy Public Relations Worldwide, "Glossary essential new media terms" [File name: wk2-2] 3 OCTOBER 6, 2023 --Emerging Media Platforms and Consumer Behaviors --Targeting New Media Consumers --What is the Consumer Journey? --Learning Consumer Analytics to Generate Consumer Insights --Predicting New Media Consumer Behaviors --Best Practices and Campaigns Hermann & Burbary, Chapter 6, "Audience analytics" (pp.85-96) [File name: wk3-1] Dragon, Chapter 6, "Finding the fringe: Identifying customer microsegments" (pp. 85-97) [File name: wk3-2] "Digital Advertising Research 2020" by SalesForce [File name: wk3-3] 4 OCTOBER 13, 2023 Artificial intelligence Machine learning Personalization Deepfake Chatbot Reading assignments are included in Week 4 slides and are available at e-Course Packet WEEK 4 FOLDER Please complete the course survey below to earn 10 points extra points and a chance to win a US$5 Amazon gift card: https://utepsubacc.questionpro.com/t/AOz7EZy6Sj 5 OCTOBER 20, 2023 --Search Engine Marketing (SEM) and Advertising Platforms --Search Engine Optimization (SEO) --Conversion Rate Optimization (CRO) --Pay-per-Click (PPC) Advertising --Best Practices and Campaigns using SEM, SEO, and CRO Strategies Greenberg & Kates, Chapter 4, "Search marketing: If they cannot find it, they cannot buy it" (pp. 53-76) [File name: wk5-1] The Kenshoo Q1 2019 Quarterly Trend Report (pp. 3-5) [File name: wk5-2] 6 OCTOBER 27, 2023 --Native Advertising Platforms and Strategies --Programmatic Advertising --Real-Time Bidding (RTB) Advertising --Best Practices and Campaigns using Native and Programmatic Advertising Strategies Vocus e-Book, "The comprehensive guide to native advertising" [File name: wk6-1] DMI, "The Beginner's Guide to Programmatic Advertising" [File name: wk6-2] 7 NOVEMBER 3, 2023 Group oral presentation of your group's new media company or advertising agency project (100 points) [Details to be provided later] 8 NOVEMBER 10, 2023 --Content Marketing --Branded Content --Video Storytelling Advertising (Visual Storytelling) --Best Practices and Campaigns Using Content Marketing Strategies Pulizzi, Chapter 1, "What is content marketing?" (pp. 3-11) [File name: wk8-1] Pulizzi, Chapter 16, "Content types?" (pp. 159-202) [File name: wk8-2] Vocus, "How to content market (Better than the competition" [File name: wk8-3] Pulizzi, Chapter 4, "The Business Model of Content Marketing" (pp. 29-40) [File name: wk8-4] Please complete the course survey below to earn 10 points extra points and a chance to win a US$5 Amazon gift card: https://utepsubacc.questionpro.com/t/AOz7EZy6Sj 9 NOVEMBER 17, 2023 --Mobile Commerce, Marketing, and Advertising --Location-based Marketing/Advertising (LBM) --Ubiquitous Marketing --Proximity Marketing --Best Practices and Campaigns using Mobile Marketing Strategies Greenberg & Kates, Chapter 5, "Mobile marketing: innovation on the go" (pp. 77-113) [File name: wk9-1] MMA, "The State of the Industry" (2018)[File name: wk9-2] MMA, "The State of the Industry" (2019) [File name: wk9-3] 10 NOVEMBER 24, 2023 --Digital Reality and In-Game Platforms --Virtual Reality (VR) Advertising --Augmented Reality (AR) Advertising --Mixed Reality (MR) Advertising --360-Degree Video Advertising --In-Game Advertising --Gamification in Advertising --Best Practices and Campaigns using these Digital Reality and In-Game Platforms Deloitte Digital, "Digital Reality Change Everything" [File name: wk10-1] Nielsen (2019), "Augmented retail: The new consumer reality" [File name: wk10-2] Tavolieri (2020), “AR and VR will drive omnichannel 2.0” [File name: wk10-3] 11 DECEMBER 1, 2023 --Social Media Marketing --Social Media Platforms --Consumer-Generated Content (CGC) --Influencer Marketing --Best Practices and Campaigns using Social Media Platforms MOZ, "The beginner's guide to social media" [File name: wk11-1] 12 DECEMBER 8, 2023 Oral presentation of your group's new media campaign project (100 points) [Details to be provided later]
Teaching methods
lectures, class discussion, group projects, presentations
Assessment methods
OUTCOME ASSESSMENT/GRADING: 1. Group weekly assignments (500 points) (Abbrev. AS): A total of 10 weekly assignments (50 points each) will be given throughout the semester to assess your learning outcomes of each weekly component. These assignments include quizzes, (video) case discussions, essay questions, research, analysis, etc. Each assignment has a due date requiring students to complete the task promptly. Late submissions will be rejected, regardless of your excuses. Refer to the syllabus for a list of due dates. 2. Group new media company or advertising agency project (200 points/100 points [oral] +100 points [written]): A group of 5 people will be formed to develop a group research project. This descriptive research-based report (100 points) on one specific/chosen new media company or advertising agency will be required for all students. The selection of company/agency will be on a first-come, first-served basis. The group project will be five pages, double-spaced, 12 points, in Times New Roman font and APA style, formatted in a professional and business style report with a list of at least ten references to cite your sources and demonstrate your abilities to conduct library research. The project will be divided into the following sections/headings: 1) Company/Agency Overview (including information such as history, headquarters, mission statement, financial info, etc.) (1 page); 2) Company Businesses/Specialties (including information such as what type of new media platforms the company/agency is specialized in) (1 page); 3) Involvement with New Media Advertising (describe a list of clients, a list of campaigns using new media platforms, success stories, best practices, etc.) (2 pages); 4) Appendices (1 page) (tables, figures, a list of references). A group oral presentation will be scheduled to share your analysis (100 points). Your group agency/company project is due at 11:59 pm on November 10, 2023. Please name your "Group# Agency Project" file submitted via 252201@mail.muni.cz with a subject line as "Group# Agency Project". An oral presentation will be scheduled to share your research proposal (100 pts). 3. Group new media campaign project (300 points=100 points [oral]+ 200 points [written]): A group of 5 people will be formed to develop a campaign project (300 points) that will describe and analyze a specific/chosen advertising campaign using one or a combination of digital media platforms. This project aims to ensure that students are familiar with digital media platform(s), the brand/company using these platforms, and the role of digital media platforms in the chosen advertising campaign. The project aims to allow students to prepare a document that can be included in their job application portfolio in the future. The project will be ten pages, double-spaced, 12 points, in Times New Roman font and APA style, formatted in a professional and business style report [See sample projects in your e-Course Packet]) with a list of references, cite your sources, and demonstrate your ability to conduct library research. The written project will be divided into the following sections/headings: 1) Brand/Company Overview (covering information on the brand/company, history, ranking, etc. (2 pages); 2) Campaign Overview (covering objectives of the campaign, length, and budget of the campaign, target market, creative strategy, media strategy, award/assessment of the campaign, etc.) (3 pages); 3) Digital Media Platforms (discussing what digital media platform(s) have been used in the chosen campaign; what are they? How are they used? What do you think of their applications? How would you propose to improve their applications in the future? etc.) (5 pages); 4) Appendices (tables, figures, a list of references). A group oral presentation will be scheduled to share your campaign analysis (100 points). Your group project is due at 11:59 pm on December 15, 2023. Please name your "Group# Campaign Project" file submitted via 252201@mail.muni.cz with a subject line as "Group# Campaign Project". An oral presentation will be scheduled to share your research proposal (100 pts). TOTAL POINTS=1000 POINTS 4. Extra Point Opportunities (50 points) 4-1. Live-Streaming Project Participation [10 points]: Please email your completion screenshots to 252201@mail.muni.cz or upload these via the University system (Due before October 6, 2023). 4-2. ACUE Teaching Assessment Project Participation [40 points]: Please email your completion screenshots to 252201@mail.muni.cz or upload these via the University system (Due before December 15, 2023). Grade A 900 points and above Grade B 800—899 points Grade C 700—799 points Grade D 600—699 points Grade F Under 599 points
Language of instruction
English
Further Comments
Study Materials
The course is taught only once.
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