MN5617 Advertising in a Digital Era

Advertising lies at the centre of the digital marketing movement. Promotion, order reconciliation, search and service communication can all be embedded within advertising on digital platforms. Digitisation is changing the world of advertising, yet, old media remain stubbornly important and the craft skills of the traditional advertising communication disciplines cannot be replaced by algorithms. This course critically examines the implications of digitisation for advertising from the departure point of the advertising and media agencies who are adapting to the digital era. Advertising as we know it is not being swept away by digitisation, it is changing in form, content and strategy. This course shows students how the digitisation of advertising for marketing is an evolutionary process and it attempts to show the lines of continuity between old media marketing and advertising, and new.