116-0341/01 – Digital Marketing (DM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Pavlína Kozáková, Ph.D.Subject version guarantorIng. Pavlína Kozáková, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year2Semesterwinter
Study languageCzech
Year of introduction2016/2017Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
KLE243 Ing. Vojtěch Klézl, Ph.D.
PAW031 Ing. Pavlína Kozáková, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 2+1

Subject aims expressed by acquired skills and competences

1. Outline the various tools of digital marketing. 2. Identify the specifics of marketing research on the internet including data journalist. 3. Identify the specifics of consumer behaviour on the internet (e-shops and social media networks). 4. Evaluate the effectiveness of digital marketing by measuring and analyzing. 5. Judge the content of digital marketing activities from the legislative and ethical perspective.

Teaching methods

Lectures
Tutorials

Summary

Cílem předmětu je naučit studenty charakterizovat jednotlivé nástroje digitálního marketingu. Studentům je představena tématika marketingového výzkumu na internetu včetně datové žurnalistiky a specifika spotřebitelského chování na internetu (e-shopech a sociálních sítích). Součástí je vyhodnocení účinnosti digitálního marketingu měřením a analytikou a posouzení aktivit digitálního marketingu z legislativního a etického hlediska.

Compulsory literature:

BARKER, Melissa S. a kol. Social Media Marketing: a Strategic Approach. 2. vyd. Boston: Cengage Learning, 2013. 330 s. ISBN 978-1-305-50275-8. DIMOFTE, Claudia, V., HAUGTVEDT, Curtis, P. a Richard F. YALCH. Consumer Psychology in a Social Media World. New York: Routledge, 2016. 277 s. ISBN 978-0-7656-4693-4. CHAFFEY, Dave. Digital Marketing: Strategy, Implementation and Practice. 5. vyd. New York: Pearson Education, 2012. 698 s. ISBN 978-0273746102.

Recommended literature:

CHAFFEY, Dave a P. R. SMITH. E-marketing Excellence: Planning and Optimizing Your Digital Marketing. 4. vyd. London: Routledge, 2013. 613 s. ISBN 978-0-415-53335-5. ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. Jihlava: Baroque Partners, 2014. 216 s. ISBN 978-80-87923-01-6. 3. 5. 2018 12:00 verze 3 137 STERNE, Jim a Jiří FADRNÝ. Měříme a optimalizujeme marketing na sociálních sítích: [metriky sociálních médií od A do Z]. Brno: Computer Press, 2011. 280 s. ISBN 978-80-251-3340-8.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

Elaboration of the semester project.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Introduction of digital marketing. Internet Marketing. Digital Marketing. The differences between digital and traditional marketing. Communication models of traditional media and new media. Integrated marketing communication and digital marketing. 2. Measuring of website traffic. Google Analytics. 3. Search engine marketing. PPC. Analysis and keyword research. 4. Content marketing. Analysis of content. 5. Measuring of media effectiveness I. Television market. Radio market. Print market. 6. Measuring of media effectiveness II. Internet market. Websites. Social networks. 7. Adaptation of traditional media. Television, radio, print and new media. Streaming services. Livestreaming. Subscription services. Legislation of digital marketing. Consumer protection. Copyright. Ethics on the internet. 8. Marketing research in the online environment and data journalism. Questioning. Observation. Webcams group / discussion. Chat groups. Online community. Mobile ethnography. On-line journals. 9. Consumer behaviour on the internet. Demand analysis and conversion models. Online shopping behaviour. Models of online shopping behaviour. 10. Consumer behaviour on the internet from the perspective of companies. Analysis of the customer. Personalization. 11. Social networks I. The behaviour of users on social networks. Marketing on Facebook. 12. Social networks II. Marketing on the other social networks. Mobile marketing.

Conditions for subject completion

Full-time form (validity from: 2016/2017 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit Credit 85  85
Mandatory attendence parzicipation: Participation in seminars is 70 %.

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner