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This module will engage you with creative possibilities in fast-moving, multi-channel digital environments. You will work on live industry and/or competition briefs that demand total media integration to develop unified strategies and creative campaigns. Reflecting current industry trends this module will be asking you to carefully reflect on the nature of advertising in a highly interactive and globalised digital environment.

The module is: interactive (reflecting the nature of digital media); inter-disciplinary (reflecting the complexity of digital media); and inter-cultural (reflecting the nature of digital space and use of social media.)

LO1: Critically appraise multi-channel platforms and a range of advertising media strategies.
LO2: Examine key elements of consumer behaviour, tribalism, market segmentation, data capture and its use in digital contexts
LO3: Plan, research and implement creative online strategies in response to advertising briefs
LO4: Generate appropriate and innovative ideas for digital advertising and marketing as part of a creative team.
LO5: Plan, research and implement a personal creative identity for use in an online context.