Course Unit Code | 116-0541/01 |
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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 * | |
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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 | English |
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Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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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 journalism.
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.
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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.
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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. |
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. |
Recommended Reading: |
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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. |
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. |
Planned learning activities and teaching methods |
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Lectures, Tutorials |
Assesment methods and criteria |
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Tasks are not Defined |