116-0319/02 – E-marketing (EM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Vojtěch Klézl, Ph.D.Subject version guarantorIng. Martina Steinová, Ph.D.
Study levelundergraduate or graduate
Study languageCzech
Year of introduction2010/2011Year of cancellation2011/2012
Intended for the facultiesEKFIntended for study typesFollow-up Master, Bachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
POS284 Ing. Hana Molitorová
HOD022 Ing. Martina Petrunčíková, Ph.D.
STE35 Ing. Martina Steinová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2

Subject aims expressed by acquired skills and competences

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.

Teaching methods

Lectures
Tutorials
Project work

Summary

Cílem předmětu je naučit studenty využívat elektronická média v marketingu. Studentům je komplexně vysvětlen princip a zásady tvorby obsahu pro jednotlivá sociální média v organické i placené formě včetně vyhodnocení dosahu a úspěšnosti. Část přednášek je zabezpečena odborníky z praxe.

Compulsory literature:

CHAFFEY, Dave a P. R. SMITH. Emarketing excellence: planning and optimizing your digital marketing. Fourth edition. London: Routledge, Taylor & Francis Group, 2013. ISBN 978-0-415-53335-5.

Recommended literature:

CLIFTON, Brian. Advanced Web metrics with Google Analytics. 3rd ed. Indianapolis, Ind.: John Wiley&Sons, 2012. 574 p. ISBN 978-1-118-16844-8. GOODMAN, Elizabeth, Mike KUNIAVSKY and Andrea MOED. Observing the user experience: a practitioner’s guide to user research. Second edition. Amsterdam: Elsevier/Morgan Kaufmann, 2012. ISBN 978-0-12-384869-7.

Way of continuous check of knowledge in the course of semester

Students work on particular projects, which are inserted into Moodle system and are presented and evaluated in the seminars. During the semester several control test are included.

E-learning

Další požadavky na studenta

Student by měl absolvovat předměty Informatika A a Informatika B.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Introduction (E-marketing, E-business, E-commerce, Internet users, legislations). 2. On-line marketing research. 3. E-marketing communication, electronic media, websites. 4. Administration and website evaluation. 5. E-marketing – advertisement, strategies and tactics. 6. Sales promotion. Direct marketing. 7. Public relations. 8. Viral marketing. 9. E-business. 10. E-commerce. 11. E-procurement. 12. Marketing on social media.

Conditions for subject completion

Full-time form (validity from: 2010/2011 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 40  20
        Examination Examination 60  31
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2011/2012 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2011/2012 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 1 Choice-compulsory study plan
2011/2012 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 1 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 1 Choice-compulsory study plan
2010/2011 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner