Digital Marketing

Type of study	Follow-up Master
Language of instruction	Czech
Code	116-0341/04
Abbreviation	DM
Course title	Digital Marketing
Credits	4
Coordinating department	Department of Marketing and Business
Course coordinator	Ing. Pavel Smutný, Ph.D.

Osnova předmětu

1. Introduction to digital marketing, STDC framework.
2. Consumer behaviour, user typology.
3. Marketing on social media.
4. Influencer marketing.
5. Advertising in social media.
6. Social media management and content strategy.
7. Pay-per-click (PPC). Keyword analysis.
8. Artificial intelligence in marketing.
9. User experience & User interface.
10. Measuring website and mobile app traffic. Google Analytics. Attribution models.
11. Search Engine Optimization (SEO).
12. Copywriting.
13. Branding in digital marketing.

E-learning

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

Povinná literatura

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.

Doporučená literatura

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. .

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