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E-marketing

Type of study Bachelor
Language of instruction Czech
Code 116-0319/03
Abbreviation EM
Course title E-marketing
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator Ing. Pavel Smutný, Ph.D.

Subject syllabus

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.

E-learning

Studijní opory jsou dostupné v LMS systému na https://lms.vsb.cz/

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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