116-0319/02 – E-marketing (EM)
| Gurantor department | Department of Marketing and Business | Credits | 4 |
| Subject guarantor | Ing. Pavlína Kozáková, Ph.D. | Subject version guarantor | Ing. Martina Steinová, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 3 | Semester | summer |
| | Study language | Czech |
| Year of introduction | 2010/2011 | Year of cancellation | 2011/2012 |
| Intended for the faculties | EKF | Intended for study types | Follow-up Master, Bachelor |
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. Část přednášek je zabezpečena odborníky z praxe.
Compulsory literature:
Recommended literature:
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
Occurrence in study plans
Occurrence in special blocks