Digital Marketing

Type of study	Follow-up Master
Language of instruction	English
Code	116-0541/03
Abbreviation	DM
Course title	Digital Marketing
Credits	5
Coordinating department	Department of Marketing and Business
Course coordinator	Ing. Pavel Smutný, Ph.D.

Subject syllabus

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

Study materials are available in the LMS system at https://lms.vsb.cz/

Literature

DIMOFTE, C. V., C. P. HAUGTVEDT and R. F. YALCH. Consumer Psychology in a Social Media World. New York: Routledge, 2016. 277 p. ISBN 978-0-7656-4693-4.
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

CHAFFEY, Dave and P. R. SMITH. E-marketing Excellence: Planning and Optimizing Your Digital Marketing. 5th ed. London: Routledge, 2017. 690 p. .
KAUFMAN, I. M, Ch. HORTON and A. ADKINS. Digital Marketing. New York: Routledge, Taylor & Francis Group, 2015. 353 p. ISBN 978-0-415-71675-8.
TURBAN, E., J. STRAUSS and L. LAI. Social Commerce: Marketing, Technology and Management. Cham: Springer, 2016. 320 p. ISBN 978-3-319-17027-5.

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