MKT46010 Programmatic, Tracking,&Attrib

Academic Year 2022/2023

One of the most in-demand digital skills today is the ability to strategically design, budget, target, track, and optimize ads across the Google Display Network, Amazon, Facebook, and Instagram, to name a few. This course builds practical proficiencies across the entire gamut of online advertising, including attention-getting and persuasive ad design, bid optimization in programmatic auctions, algorithmic targeting, campaign personalization and branching, event tracking (including use of Google Tag Manager), attribution modeling, and how to thrive in a post-cookie world.

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Curricular information is subject to change

Learning Outcomes:

• Design standout, persuasive ads for brand building and activation optimized by channel (e.g., Google Display Network, Amazon)
• Harness machine-learning algorithms to target and optimize ads
• Bid the right amount for ad spots
• Place ads strategically
• Personalize ads and ad campaigns at scale
• Track disparate ad campaigns and extract insights
• Continuously improve attribution modeling across campaigns
• Collect data with and without cookies

Student Effort Type Hours
Lectures

0

Tutorial

33

Total

33

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Assignment 3 Unspecified n/a Graded No

40

Continuous Assessment: Assignment 1 Unspecified n/a Graded No

30

Continuous Assessment: Assignment 2 Unspecified n/a Graded No

30


Carry forward of passed components
Yes
 
Resit In Terminal Exam
Summer No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Spring
     
Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Fri 10:00 - 12:50

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