116-0319/03 – E-marketing (EM)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Pavel Smutný, Ph.D.Subject version guarantorIng. Pavel Smutný, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year1Semestersummer
Study languageCzech
Year of introduction2010/2011Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAL045 Ing. Tomáš Balcar
KAR0198 Ing. Tereza Karhanová
PAW031 Ing. Pavlína Kozáková, Ph.D.
SMU78 Ing. Pavel Smutný, 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

Zápočet je udělen za plnění úkolů na cvičeních, kdy studenti vypracovávají úkoly k probírané látce. Zkouška je písemná na ověření teoretických znalostí studenta.

LMS

E-learning

Studijní opory jsou dostupné v LMS systému na https://lms.vsb.cz/

Other requirements

The student should take the Computer Science course.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Introduction to e-marketing. Inbound and outbound marketing strategy. 2. User eXperience, wireframe. 3. Search engine optimization. 4. Content management system, e-commerce and customer relationship management. 5. Mobile applications in marketing. 6. Social media. 7. Influencer marketing. 8. Advertisement on the web. 9. Emailing. 10. Copywriting.

Conditions for subject completion

Full-time form (validity from: 2012/2013 Winter semester, validity until: 2016/2017 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 45  25
        Examination Examination 55  20 3
Mandatory attendence participation:

Show history

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

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2025/2026 (B0412A050005) Finance P Czech Ostrava 3 Choice-compulsory type B study plan
2025/2026 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 3 Compulsory study plan
2025/2026 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 3 Choice-compulsory type B study plan
2025/2026 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Compulsory study plan
2025/2026 (B0311A050015) Informatics in Economy P Czech Ostrava 3 Choice-compulsory type B study plan
2024/2025 (B0311A050015) Informatics in Economy P Czech Ostrava 3 Choice-compulsory type B study plan
2024/2025 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 3 Compulsory study plan
2024/2025 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Compulsory study plan
2024/2025 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 3 Choice-compulsory type B study plan
2023/2024 (B0311A050015) Informatics in Economy P Czech Ostrava 3 Choice-compulsory type B study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 3 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 3 Choice-compulsory type B study plan
2022/2023 (B0311A050015) Informatics in Economy P Czech Ostrava 3 Choice-compulsory type B study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Compulsory study plan
2022/2023 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 3 Choice-compulsory type B study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 3 Compulsory study plan
2021/2022 (B0311A050015) Informatics in Economy P Czech Ostrava 3 Choice-compulsory type B study plan
2021/2022 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Compulsory study plan
2021/2022 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 3 Choice-compulsory type B study plan
2021/2022 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2020/2021 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 3 Choice-compulsory type B study plan
2020/2021 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Compulsory study plan
2020/2021 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2020/2021 (B0311A050015) Informatics in Economy P Czech Ostrava 3 Choice-compulsory type B study plan
2019/2020 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2019/2020 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 3 Choice-compulsory type B study plan
2019/2020 (B0414A050001) Marketing (S02) 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

Assessment of instruction



2024/2025 Summer
2023/2024 Summer
2022/2023 Summer
2021/2022 Summer
2020/2021 Summer
2019/2020 Summer
2018/2019 Summer
2017/2018 Summer
2016/2017 Summer
2015/2016 Summer
2014/2015 Summer
2013/2014 Summer
2012/2013 Summer