| Course Unit Code | 116-0541/03 |
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| Number of ECTS Credits Allocated | 5 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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| SMU78 | Ing. Pavel Smutný, 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. Attribution models.
3. Adaptation of traditional media. Television, radio, print in new media. Streaming services. Livestreaming. Subscription Services. Big Data in different areas of life.
4. Search engine marketing.
5. PPC. Keyword Analysis.
6. Measuring of the PPC ads efficiency and their optimization.
7. Marketing research in online environment and data journalism.
8. Social media marketing. Behaviour of social networks users. Marketing on Facebook.
9. Marketing on other social networks. YouTube.
10. Geomarketing. Usage of data from mobile phones, GPS and more for marketing purposes.
11. Internet consumer behaviour. Framework STDC, typology of eshop users.
12. Online ads personalise. PPC, remarketing, social networking. Digital Marketing Legislation. Consumer protection. Copyright. Internet Ethics.
13. Virtual communities. YouTube.
14. Performance marketing. Planning and measuring campaigns. |
| 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 |