|Short Description:||Advertising as Engagement|
|Faculty or Section :||Faculty of Business, Education, Law and Arts|
|School or Department :||School of Humanities & Communication|
|Student contribution band :||Band 1|
|ASCED code :||100700 - Communication & Media Studies|
|Grading basis :||Graded|
|Version produced :||21 October 2020|
Students in this course examine differing ways to achieve engagement with target markets. They analyse advertising in the form of engagement resulting in earned media, including mass media and social media platforms. Students are encouraged to think laterally and innovatively about the mechanisms of advertising, which may include creating events, experiences or communicative actions which activate target markets and build relationships with the brand or cause. Social network sharing, blogging and user-created content will be theorised as the increasingly active role of consumers in co-creating advertising outcomes.