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 graduateRequirementCompulsory
Year3Semestersummer
Study languageCzech
Year of introduction2010/2011Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
SMU78 Ing. Pavel Smutný, Ph.D.
VAV0186 Ing. Adam Vávra
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:

DIMOFTE, C. V., C. P. HAUGTVEDT and R. YALCH. Consumer Psychology in a Social Media World. New York: Routledge, 2016. 277 p. ISBN 978-0-7656-4693-4. JANOUCH, Viktor. Internetový marketing. Přilákejte návštěvníky a maximalizujte zisk. 3. vyd. Brno: Computer Press, 2020. 344 s. ISBN 978-80-251-5016-0. ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. Jihlava: Baroque Partners, 2016. 216 s. ISBN 9788027006441.

Recommended literature:

BRUNEC, Jan. Google Analytics. Praha: Grada, 2017. 144 s. ISBN 978-80-271-0338-6. KRUG, Steve. Don't Make me Think, Revisited: a Common Sense Approach to Web Usability. 3rd ed. Berkeley: New Riders, 2014. 216 p. ISBN 978-03-216-5729-9. LOSEKOOT, Michelle a Eliška VYHNÁNKOVÁ. Jak na sítě. Ovládněte čtyři principy úspěchu na sociálních sítích. Brno: Jan Melvil, 2019. 329 s. ISBN 978-80-7555-084-2.

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 a sestává ze čtyř částí: ověření teoretických znalostí studenta a tří případových studií. Případové studie jsou zaměřeny na praktickou aplikaci jednotlivých probíraných okruhů.

LMS

E-learning

Studijní opory TpB: https://lms.vsb.cz/

Other requirements

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 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: 2017/2018 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 30  15
        Examination Examination 70  36 3
Mandatory attendence participation: Lectures attendance is recommended. On seminars, students gain points for credit.

Show history

Conditions for subject completion and attendance at the exercises within ISP: Lectures attendance is recommended. On seminars, students gain points for credit.

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
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



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