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This module gives students a comprehensive overview of the key principles and practices of advertising and digital marketing communications including a review of different platform and approaches. Students will be actively engaged in discussion and application of theory and practice through in-class activities, critique, guest speakers and industry-based assessment. Students will learn about the various aspects of digital communications, from website creation, social media to online advertising and public relations. This course begins with setting the context for marketing communications within an organisation and builds upon current trends which has seen a shift of communications towards digital media. This is followed by an exploration of advertising theory and practice, with focus on advertising regulation, international advertising and the evaluation of the social, ethical and economic aspects of advertising and promotion. Subsequently, the focus returns to the wider issue of marketing communications and provides insights on the various methods of digital communications incorporating advertising.
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