116-0341/01 – Digital Marketing (DM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Pavel Smutný, Ph.D.Subject version guarantorIng. Katarína Seifriedová, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageCzech
Year of introduction2016/2017Year of cancellation2021/2022
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
PAW031 Ing. Pavlína Kozáková, Ph.D.
REB0007 Ing. Katarína Seifriedová, Ph.D.
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



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 a posouzení aktivit digitálního marketingu z legislativního a etického hlediska.

Compulsory literature:

DIMOFTE, C.V, C. P. HAUGTVEDT and R. F. YALCH. Consumer Psychology in a Social Media World. New York: Routledge, 2016. 277 p. ISBN 978-0-7656-4693-4. CHAFFEY, Dave. Digital Marketing: Strategy, Implementation and Practice. 7th ed. New York: Pearson Education, 2019. 545 p. ISBN 978-1-292-24157-9. KINGSNORTH, Simon. Digital Marketing Strategy: An Integrated Approach to Online Marketing. 2nd ed. New York: Kogan Page Ltd, 2019. 344 p. ISBN 9780749498085.

Recommended literature:

GRAY, Noah. Mastering Google AdWords: step-by-step instructions for advertising your business (including Google analytics). Middletown: CreateSpace Independent Publishing Platform, 2019. ISBN 978-1-71898-832-3. HANLON, Annmarie. Digital marketing: strategic planning & integration. 2nd ed. Los Angeles: SAGE, 2022. ISBN 978-1-5297-4281-7. CHAFFEY, Dave and P. R. SMITH. E-marketing Excellence: Planning and Optimizing Your Digital Marketing. 5th ed. London: Routledge, 2017. ISBN 9781138191709.

Way of continuous check of knowledge in the course of semester


Other requirements

Elaboration of the semester project.


Subject has no prerequisities.


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, validity until: 2021/2022 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit Credit 85  85 3
Mandatory attendence participation: Participation in seminars is 70 %.

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

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2021/2022 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2020/2021 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Compulsory study plan
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

Assessment of instruction

2020/2021 Winter
2019/2020 Winter
2018/2019 Winter
2017/2018 Winter
2016/2017 Winter