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Terminated in academic year 2011/2012

E-marketing

Type of study BachelorFollow-up Master
Language of instruction Czech
Code 116-0319/02
Abbreviation EM
Course title E-marketing
Credits 4
Coordinating department Department of Marketing and Business
Course coordinator Ing. Martina Steinová, Ph.D.

Subject syllabus

1. Introduction (E-marketing, E-business, E-commerce, Internet users, legislations).
2. On-line marketing research.
3. E-marketing communication, electronic media, websites.
4. Administration and website evaluation.
5. E-marketing – advertisement, strategies and tactics.
6. Sales promotion. Direct marketing.
7. Public relations.
8. Viral marketing.
9. E-business.
10. E-commerce.
11. E-procurement.
12. Marketing on social media.

Literature

ZAHAY, Debra L.; LABRECQUE, Lauren; REAVEY, Brooke a ROBERTS, Mary Lou. Digital marketing: foundations and strategy. Fifth edition. Boston, MA: Cengage, [2024]. ISBN 978-0-357-72073-8.

JOHNE, Jane. Effectiveness of influencer marketing. Online. Wiesbaden, Germany: Springer Gabler, [2023]. ISBN 978-3-658-41297-5 .

TUTEN, Tracy L. Social media marketing. 4th edition. Los Angeles: SAGE, [2021]. ISBN 978-1-5297-3199-6.

Advised literature

SABIN-WILSON, Lisa. WordPress all-in-one for dummies. Online. 5th edition. For dummies. Hoboken, New Jersey: John Wiley & Sons, [2024]. ISBN 9781394225408 

BUTOW, Eric; ALLTON, Mike; HERMAN, Jenn; LIU, Stephanie a ROBINSON, Amanda. Ultimate guide to social media marketing. Irvine, CA: Entrepreneur Press, [2020]. ISBN 978-1-59918-674-0 


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