| Course Unit Code | 116-0341/02 |
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| Number of ECTS Credits Allocated | 4 ECTS credits |
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| Type of Course Unit * | Choice-compulsory |
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| Level of Course Unit * | Second Cycle |
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| Year of Study * | First Year |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | There are no prerequisites or co-requisites for this course unit |
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| Name of Lecturer(s) | Personal ID | Name |
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| PAW031 | Ing. Pavlína Kozáková, Ph.D. |
| Summary |
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| Learning Outcomes of the Course Unit |
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1. Outline the various tools of digital marketing.
2. Identify the specifics of marketing research on the internet including data journalist.
3. Identify the specifics of consumer behaviour on the internet (e-shops and social media networks).
4. Evaluate the effectiveness of digital marketing by measuring and analyzing.
5. Judge the content of digital marketing activities from the legislative and ethical perspective. |
| Course Contents |
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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. |
| Recommended or Required Reading |
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| Required Reading: |
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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.
LOSEKOOT, Michelle a Eliška VYHNÁNKOVÁ. Jak na sítě. Ovládněte čtyři principy úspěchu na sociálních sítích. Brno: Jan Melvil Publishing, 2019. 329 s. ISBN 978-80-7555-084-2.
ULVR, Matěj. 7 pilířů efektivního online marketingu. Praha: Nakladatelství Klika, 2022. 172 s. ISBN 978-80-7666-089-2.
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| Recommended Reading: |
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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. ISBN 9781138191709.
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HALL, Simon. Strategie B2B digitálního marketingu: jak využít nové business-to-business strategie a modely k dosažení růstu firmy. Přeložil Martin BEDNARSKI. Brno: Lingea, 2022. 368 s. ISBN 978-80-7508-713-3.
ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. Jihlava: Baroque Partners, 2016. 216 s. ISBN 9788027006441.
SÁLOVÁ, Anna, Zuzana VESELÁ a Michaela RAKOVÁ. Copywriting: pište texty, které prodávají. 2. aktualizované a rozšířené vyd. Brno: Computer Press, 2020. 348 s. ISBN 978-80-251-5017-7.
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| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit | Credit | 85 | 85 |