Advertising and Promotion in the Digital Age

Module code: MS7081

There are many changes currently taking place in the sphere of advertising and promotion, and this module will help you to understand this shift. You’ll analyse different digital formats and look at how digital media has spread to an international context. This will help you to analyse the relationship between production and consumption of new advertising and promotional forms, with specific reference to their features and strategies.

Search ads, display ads, video ads and mobile ads will be used to ground your theories using real case studies. You’ll also identify new and hybrid forms of digital advertising and promotion across different media platforms, such as branded contents, native advertising and product placement to understand how advertising and promotion has progressed.