Terminated in academic year 2021/2022

Digital Marketing

Type of study	Follow-up Master
Language of instruction	Czech
Code	116-0341/01
Abbreviation	DM
Course title	Digital Marketing
Credits	4
Coordinating department	Department of Marketing and Business
Course coordinator	Ing. Katarína Seifriedová, Ph.D.

Subject syllabus

1. Introduction of digital marketing. Internet Marketing. Digital Marketing. The differences between digital and traditional marketing. Communication models of traditional media and new media. Integrated marketing communication and digital marketing.
2. Measuring of website traffic. Google Analytics.
3. Search engine marketing. PPC. Analysis and keyword research.
4. Content marketing. Analysis of content.
5. Measuring of media effectiveness I. Television market. Radio market. Print market.
6. Measuring of media effectiveness II. Internet market. Websites. Social networks.
7. Adaptation of traditional media. Television, radio, print and new media. Streaming services. Livestreaming. Subscription services. Legislation of digital marketing. Consumer protection. Copyright. Ethics on the internet.
8. Marketing research in the online environment and data journalism. Questioning. Observation. Webcams group / discussion. Chat groups. Online community. Mobile ethnography. On-line journals.
9. Consumer behaviour on the internet. Demand analysis and conversion models. Online shopping behaviour. Models of online shopping behaviour.
10. Consumer behaviour on the internet from the perspective of companies. Analysis of the customer. Personalization.
11. Social networks I. The behaviour of users on social networks. Marketing on Facebook.
12. Social networks II. Marketing on the other social networks. Mobile marketing.

Literature

DIMOFTE, C.V, C. P. HAUGTVEDT and R. F. YALCH. Consumer Psychology in a Social Media World. New York: Routledge, 2016. 277 p. .
CHAFFEY, Dave. Digital Marketing: Strategy, Implementation and Practice. 7th ed. New York: Pearson Education, 2019. 545 p. ISBN 978-1-292-24157-9.
KINGSNORTH, Simon. Digital Marketing Strategy: An Integrated Approach to Online Marketing. 2nd ed. New York: Kogan Page Ltd, 2019. 344 p. ISBN 9780749498085.

Advised literature

GRAY, Noah. Mastering Google AdWords: step-by-step instructions for advertising your business (including Google analytics). Middletown: CreateSpace Independent Publishing Platform, 2019. ISBN 978-1-71898-832-3.
HANLON, Annmarie. Digital marketing: strategic planning & integration. 2nd ed. Los Angeles: SAGE, 2022. ISBN 978-1-5297-4281-7.
CHAFFEY, Dave and P. R. SMITH. E-marketing Excellence: Planning and Optimizing Your Digital Marketing. 5th ed. London: Routledge, 2017. .

back to search page