MKTG235 Digital Advertising with Google is an SMU-X course. It is a partnership program with Google, which offers students with fundamental knowledge and skills in the digital marketing industry. The advertising spending is estimated to be worth USD$768 million by the end of 2020 in Singapore, with an average annual growth rate of 6.5% since 2017. The industry will grow to USD$870 by 2023. It requires a lot of talents to take on various roles in the complex digital advertising ecosystem that can help companies optimize the results when using programmatic advertising. This course aims at offering students an overview of the programmatic advertising industry and introduce relevant concepts and skills to equip them for the industry. It will walk through the process of a programmatic ad buy, the ad-tech knowledge and skills-set required in programmatic buying, and how the advertisers can optimize their benefits.
Upon the completion of the course, students will have the option of working as an intern at one of Google's partner companies or media agencies. Google will provide professional support to students throughout the learning journey.
By the end of the course, students will be able to:
- Describe the digital customer and explain the impact of digital buying behaviour on the digital ecosystem
- Manage digital advertising platforms and develop programmatic advertising strategies
- Demonstrate how the programmatic advertising ecosystem functions and the role of the demand-side platform, supply-side platform, real-time bidding, and retargeting
- Develop and use the right digital advertising channels to optimize the marketing objectives
- Analyse and measure the impacts of digital advertising campaigns using Google Analytics Reports
Students identified and evaluated the digital platforms and developed strategies to reach out to target audience, including analysing and interpreting Google Analytics reports measuring the impact of digital advertising campaigns, and to formulate a media buying strategy to achieve business objectives.