116-0319/02 – E-marketing (EM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Pavel Smutný, Ph.D.Subject version guarantorIng. Martina Steinová, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year3Semestersummer
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

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.

Compulsory literature:

ZAHAY, Debra L.; LABRECQUE, Lauren; REAVEY, Brooke a ROBERTS, Mary Lou. Digital marketing: foundations and strategy. Fifth edition. Boston, MA: Cengage, [2024]. ISBN 978-0-357-72073-8. JOHNE, Jane. Effectiveness of influencer marketing. Online. Wiesbaden, Germany: Springer Gabler, [2023]. ISBN 978-3-658-41297-5. TUTEN, Tracy L. Social media marketing. 4th edition. Los Angeles: SAGE, [2021]. ISBN 978-1-5297-3199-6.

Recommended literature:

SABIN-WILSON, Lisa. WordPress all-in-one for dummies. Online. 5th edition. For dummies. Hoboken, New Jersey: John Wiley & Sons, [2024]. ISBN 9781394225408 BUTOW, Eric; ALLTON, Mike; HERMAN, Jenn; LIU, Stephanie a ROBINSON, Amanda. Ultimate guide to social media marketing. Irvine, CA: Entrepreneur Press, [2020]. ISBN 978-1-59918-674-0

Additional study materials

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

Other requirements

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 pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 40  20
        Examination Examination 60  31 3
Mandatory attendence participation:

Show history

Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy 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

Assessment of instruction



2011/2012 Summer
2010/2011 Summer