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E-marketing

* Exchange students do not have to consider this information when selecting suitable courses for an exchange stay.

Course Unit Code116-0319/03
Number of ECTS Credits Allocated5 ECTS credits
Type of Course Unit *Choice-compulsory type B
Level of Course Unit *First Cycle
Year of Study *Third Year
Semester when the Course Unit is deliveredSummer Semester
Mode of DeliveryFace-to-face
Language of InstructionCzech
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
SMU78Ing. Pavel Smutný, Ph.D.
Summary
Learning Outcomes of the Course Unit
The goal of the subject is to:
1. teach the students to use electronic media in marketing;
2. to explain the process of content creation on various social media;
3. to analyse reach and conversion on social media and websites;
4. to create and analyse PPC advertising campaigns;
5. to create and analyse e-mailing campaigns.
Course Contents
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.
Recommended or Required Reading
Required Reading:
DIMOFTE, C. V., C. P. HAUGTVEDT and R. YALCH. Consumer Psychology in a Social Media World. New York: Routledge, 2016. 277 p. ISBN 978-0-7656-4693-4.
JANOUCH, Viktor. Internetový marketing. Přilákejte návštěvníky a maximalizujte zisk. 3. vyd. Brno: Computer Press, 2020. 344 s. ISBN 978-80-251-5016-0.
ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. Jihlava: Baroque Partners, 2016. 216 s. ISBN 9788027006441.
DIMOFTE, C. V., C. P. HAUGTVEDT and R. YALCH. Consumer Psychology in a Social Media World. New York: Routledge, 2016. 277 p. ISBN 978-0-7656-4693-4.
JANOUCH, Viktor. Internetový marketing. Přilákejte návštěvníky a maximalizujte zisk. 3. vyd. Brno: Computer Press, 2020. 344 s. ISBN 978-80-251-5016-0.
ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. Jihlava: Baroque Partners, 2016. 216 s. ISBN 9788027006441.
Recommended Reading:
BRUNEC, Jan. Google Analytics. Praha: Grada, 2017. 144 s. ISBN 978-80-271-0338-6.
KRUG, Steve. Don't Make me Think, Revisited: a Common Sense Approach to Web Usability. 3rd ed. Berkeley: New Riders, 2014. 216 p. ISBN 978-03-216-5729-9.
LOSEKOOT, Michelle a Eliška VYHNÁNKOVÁ. Jak na sítě. Ovládněte čtyři principy úspěchu na sociálních sítích. Brno: Jan Melvil, 2019. 329 s. ISBN 978-80-7555-084-2.
BRUNEC, Jan. Google Analytics. Praha: Grada, 2017. 144 s. ISBN 978-80-271-0338-6.
KRUG, Steve. Don't Make me Think, Revisited: a Common Sense Approach to Web Usability. 3rd ed. Berkeley: New Riders, 2014. 216 p. ISBN 978-03-216-5729-9.
LOSEKOOT, Michelle a Eliška VYHNÁNKOVÁ. Jak na sítě. Ovládněte čtyři principy úspěchu na sociálních sítích. Brno: Jan Melvil, 2019. 329 s. ISBN 978-80-7555-084-2.
Planned learning activities and teaching methods
Lectures, Tutorials
Assesment methods and criteria
Task TitleTask TypeMaximum Number of Points
(Act. for Subtasks)
Minimum Number of Points for Task Passing
Credit and ExaminationCredit and Examination100 (100)51
        CreditCredit30 15
        ExaminationExamination70 36