subject
Intro

Open2Study: Online Advertising

 with  Patty Keegan

Explore the evolution of online advertising from the beginnings of the Web, and how it has developed into a major sector of the multi-billion dollar advertising industry. We’ll cover the key players, as well as the multitude of different creative formats and executions and how those ads are delivered and tracked.

Find out about the major digital platforms, including search, social, and mobile, in terms of each marketplace, the key players, and marketing opportunities.

We’ll also build an understanding the digital campaign planning process along with the process of implementing, tracking, and reporting on the success of online advertising campaigns.

What will I learn?
  • How the online advertising has developed into a major industry and created new career opportunities
  • The ways online advertising complements and enhances traditional media
  • Essential digital jargon and key concepts
  • You’ll recognise online ad unit formats, what they’re called, and how they work
  • How online ads are priced and delivered, along with key measurement metrics
  • That search plays a role as a “connector” for marketing activities
  • How social channels can be used to amplify marketing efforts
  • The way mobile is transforming consumers’ use of the Internet and the resulting marketing opportunities
  • Setting realistic, measurable campaign objectives
  • Identify the steps involved in digital campaign planning
  • Understand the process of selling an online ad program
  • Explain best practice techniques for tracking and optimising campaigns
  • How digital has changed consumers’ decision making process and its affect on the purchase funnel

This course requires approximately 2 - 4 hours of study per week, but can vary depending on the student. This includes watching videos, and taking quizzes and assessments.

If you pass this course you'll receive a Certificate of Achievement. While this certificate isn't a formal qualification or credit, you can use it to demonstrate your interest in learning about this area to potential employers or educational institutions.

Where could this lead me?

If you're wondering what your future could look like in this area, here are some potential careers you could head towards.

  • Social media, marketing and public relations
  • Internet content management
  • Online media production
  • Communication design or Marketing project manager
  • Account director
  • Account planning manager
  • Client services executive
  • Client services director

Syllabus

MODULE 1: EVOLUTION OF ONLINE ADVERTISING
   
MODULE 2: TYPES OF ONLINE ADVERTISING
   
MODULE 3: DIGITAL PLATFORMS
   
MODULE 4: DIGITAL CAMPAIGN PLANNING & MEASUREMENT
14 Student
reviews
Cost Free Online Course
Subject Marketing
Provider Open2Study
Language English
Calendar 4 weeks long

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FAQ View All
What are MOOCs?
MOOCs stand for Massive Open Online Courses. These are free online courses from universities around the world (eg. Stanford Harvard MIT) offered to anyone with an internet connection.
How do I register?
To register for a course, click on "Go to Class" button on the course page. This will take you to the providers website where you can register for the course.
How do these MOOCs or free online courses work?
MOOCs are designed for an online audience, teaching primarily through short (5-20 min.) pre recorded video lectures, that you watch on weekly schedule when convenient for you.  They also have student discussion forums, homework/assignments, and online quizzes or exams.

14 reviews for Open2Study's Online Advertising

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2 out of 2 people found the following review useful
2 years ago
Anon completed this course, spending 7 hours a week on it and found the course difficulty to be easy.
Great course for those interested in gatting a beginners view to understanding how Digital has impacted Advertising. Great instructor with lots of examples and case studies.
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1 out of 2 people found the following review useful
3 years ago
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Apostolos K. completed this course, spending 2 hours a week on it and found the course difficulty to be easy.
Nice, short, course on the topic. Follows the open2study format which at times seems constraining. Discussions are quite dependent on who else is in the course.
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0 out of 1 people found the following review useful
2 years ago
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Cyn Gar completed this course.
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2 years ago
Mark Henry Butler completed this course.
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2 years ago
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María Laura Gutiérrez Castillo completed this course.
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3 years ago
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Jade completed this course, spending 2 hours a week on it and found the course difficulty to be easy.
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4 years ago
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7chris completed this course, spending 3 hours a week on it and found the course difficulty to be easy.
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3 years ago
Nitin Binhani completed this course, spending 8 hours a week on it and found the course difficulty to be very easy.
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3 years ago
Vinisha Bhambhani completed this course.
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2 years ago
Nico Goussetis completed this course.
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2 years ago
Peter O'brien completed this course.
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a year ago
Johan Dondokambey partially completed this course.
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2 years ago
Aneeta Sam is taking this course right now.
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3 years ago
Makis Vallianatos partially completed this course.
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