Course Unit Code | 116-0319/03 |
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Number of ECTS Credits Allocated | 5 ECTS credits |
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Type of Course Unit * | Choice-compulsory type B |
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Level of Course Unit * | First Cycle |
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Year of Study * | Third Year |
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Semester when the Course Unit is delivered | Summer Semester |
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Mode of Delivery | Face-to-face |
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Language of Instruction | Czech |
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Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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Name of Lecturer(s) | Personal ID | Name |
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| SMU78 | Ing. Pavel Smutný, Ph.D. |
Summary |
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Learning Outcomes of the Course Unit |
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The goal of the subject is to:
1. teach the students to use electronic media in marketing;
2. to explain the process of content creation on various social media;
3. to analyse reach and conversion on social media and websites;
4. to create and analyse PPC advertising campaigns;
5. to create and analyse e-mailing campaigns. |
Course Contents |
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1. Introduction to e-marketing. Inbound and outbound marketing strategy.
2. User eXperience, wireframe.
3. Search engine optimization.
4. Content management system, e-commerce and customer relationship management.
5. Mobile applications in marketing.
6. Social media.
7. Influencer marketing.
8. Advertisement on the web.
9. Emailing.
10. Copywriting. |
Recommended or Required Reading |
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Required Reading: |
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DIMOFTE, C. V., C. P. HAUGTVEDT and R. YALCH. Consumer Psychology in a Social Media World. New York: Routledge, 2016. 277 p. ISBN 978-0-7656-4693-4.
JANOUCH, Viktor. Internetový marketing. Přilákejte návštěvníky a maximalizujte zisk. 3. vyd. Brno: Computer Press, 2020. 344 s. ISBN 978-80-251-5016-0.
ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. Jihlava: Baroque Partners, 2016. 216 s. ISBN 9788027006441. |
DIMOFTE, C. V., C. P. HAUGTVEDT and R. YALCH. Consumer Psychology in a Social Media World. New York: Routledge, 2016. 277 p. ISBN 978-0-7656-4693-4.
JANOUCH, Viktor. Internetový marketing. Přilákejte návštěvníky a maximalizujte zisk. 3. vyd. Brno: Computer Press, 2020. 344 s. ISBN 978-80-251-5016-0.
ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. Jihlava: Baroque Partners, 2016. 216 s. ISBN 9788027006441. |
Recommended Reading: |
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BRUNEC, Jan. Google Analytics. Praha: Grada, 2017. 144 s. ISBN 978-80-271-0338-6.
KRUG, Steve. Don't Make me Think, Revisited: a Common Sense Approach to Web Usability. 3rd ed. Berkeley: New Riders, 2014. 216 p. ISBN 978-03-216-5729-9.
LOSEKOOT, Michelle a Eliška VYHNÁNKOVÁ. Jak na sítě. Ovládněte čtyři principy úspěchu na sociálních sítích. Brno: Jan Melvil, 2019. 329 s. ISBN 978-80-7555-084-2. |
BRUNEC, Jan. Google Analytics. Praha: Grada, 2017. 144 s. ISBN 978-80-271-0338-6.
KRUG, Steve. Don't Make me Think, Revisited: a Common Sense Approach to Web Usability. 3rd ed. Berkeley: New Riders, 2014. 216 p. ISBN 978-03-216-5729-9.
LOSEKOOT, Michelle a Eliška VYHNÁNKOVÁ. Jak na sítě. Ovládněte čtyři principy úspěchu na sociálních sítích. Brno: Jan Melvil, 2019. 329 s. ISBN 978-80-7555-084-2. |
Planned learning activities and teaching methods |
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Lectures, Tutorials |
Assesment methods and criteria |
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Task Title | Task Type | Maximum Number of Points (Act. for Subtasks) | Minimum Number of Points for Task Passing |
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Credit and Examination | Credit and Examination | 100 (100) | 51 |
Credit | Credit | 30 | 15 |
Examination | Examination | 70 | 36 |