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.
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.
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. ISBN 9781138191709 .
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.
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.