JOUR4272: Digital Advertising: Theory and Practice

This course introduces you to the fascinating and ever-changing world of digital advertising and marketing. Learn its history and evolution, current trends, future possibilities, and legal/ethical issues. We'll study the innovative research and theories explaining the practice and effects of various forms, including social media, search marketing, gaming, native, viral, online video advertising, online behavioral advertising, and mobile. Through a combination of lectures, in-class discussions, and guest presentations by industry professionals, you'll learn the basic theories for developing effective and socially-responsible digital advertising campaigns in the increasingly diverse and global media environment.

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