116-0319/03 – E-marketing (EM)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Vojtěch Klézl, Ph.D.Subject version guarantorIng. Vojtěch Klézl, Ph.D.
Study levelundergraduate or graduate
Study languageCzech
Year of introduction2010/2011Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
KLE243 Ing. Vojtěch Klézl, Ph.D.
PAW031 Ing. Pavlína Kozáková, 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

Zápočet je udělen za plnění úkolů na cvičeních, kdy studenti vypracovávají úkoly k probírané látce (správa soc. médií, scénář virálního videa, práce v Google Analytics, scénář a realizace uživatelského testování, tvorba e-mailingové kampaně). Zkouška je písemná a sestává ze čtyř částí: ověření teoretických znalostí studenta a tří případových studií. Případové studie jsou zaměřeny na praktickou aplikaci jednotlivých probíraných okruhů (např. analytika webových stránek, SEO a SEM, sociální média, e-mailing).

E-learning

Další požadavky na studenta

Student by měl absolvovat předmět Informatika A a Informatika B.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Introduction. Basics of website analytics and webdesign. 2. Social media marketing. Basic characteristics of social media types, types of social media campaigns, social media analytics, content creation and publishing. 3. Viral marketing. Goals and process of viral content creation. Viral video creation and principles. Other forms of viral content. 4. Advertising on the internet. Online communication mix, Lead generation, placement of advertisements. Characteristics of payment methods (PPC, CPI), conversion rate, evaluation of advertising campaigns. 5. PPC advertising. Benefits and limitations, auction principles in PPC, search and content networks. Selecting keywords, creating the ads. 6. Direct marketing and sales promotion online. Different forms. Legislaion. Sales promotion on B2B and B2C markets. 7. Basics of product search engines. XML feeds. Heuréka and Zboží.cz search engines. Analytics. 8. PR, copywriting, SEO. Keywords, content creation for webpages and social media. Website traffic sources. 9. E-mailing. Creation of an e-mailing campaign, e-mailing tools, A/B testing, Call to Action. 10. E-marketing on the B2B markets.

Conditions for subject completion

Full-time form (validity from: 2017/2018 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 30  15
        Examination Examination 70  36
Mandatory attendence parzicipation: Lectures attendance is optional. On seminars, students gain points for credit.

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2018/2019 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2017/2018 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2016/2017 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2015/2016 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2014/2015 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2012/2013 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 1 Choice-compulsory study plan
2012/2013 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2010/2011 (B6209) Systems Engineering and Informatics (6209R014) Information and Knowledge Management P Czech Valašské Meziříčí 3 Compulsory study plan
2010/2011 (B6209) Systems Engineering and Informatics (6209R014) Information and Knowledge Management (00) Informační a znalostní management P Czech Valašské Meziříčí 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner