116-0341/03 – Digital Marketing (DM)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Pavlína Kozáková, Ph.D.Subject version guarantorIng. Pavlína Kozáková, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year2Semesterwinter
Study languageCzech
Year of introduction2019/2020Year of cancellation
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 Graded credit 2+2

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 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

Klasifikovaný zápočet - projekty na cvičeních a závěrečná kontrola znalostí. Student se musí povinně zúčastnit každé dílčí části zápočtu. Z každé části klasifikovaného zápočtu student musí obdržet minimální počet bodů.

E-learning

Other requirements

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. Attribution models. 3. Adaptation of traditional media. Television, radio, print in new media. Streaming services. Livestreaming. Subscription Services. Big Data in different areas of life. 4. Search engine marketing. 5. PPC. Keyword Analysis. 6. Measuring of the PPC ads efficiency and their optimization. 7. Marketing research in online environment and data journalism. 8. Social media marketing. Behaviour of social networks users. Marketing on Facebook. 9. Marketing on other social networks. YouTube. 10. Geomarketing. Usage of data from mobile phones, GPS and more for marketing purposes. 11. Internet consumer behaviour. Framework STDC, typology of eshop users. 12. Online ads personalise. PPC, remarketing, social networking. Digital Marketing Legislation. Consumer protection. Copyright. Internet Ethics. 13. Virtual communities. YouTube. 14. Performance marketing. Planning and measuring campaigns.

Conditions for subject completion

Full-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Graded credit Graded credit 100  51
Mandatory attendence parzicipation: Participation in seminars min. 50 %.

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2020/2021 (N0414A050001) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2020/2021 (N0688A050001) Information and Knowledge Management P Czech Ostrava 2 Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner