116-0341/03 – Digital Marketing (DM)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Pavel Smutný, Ph.D.Subject version guarantorIng. Pavel Smutný, 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.
SMU78 Ing. Pavel Smutný, 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
Teaching by an expert (lecture or tutorial)

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:

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.

Additional study materials

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

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

Other requirements

Elaboration of the semester project.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Introduction to digital marketing, STDC framework. 2. Consumer behaviour, user typology. 3. Marketing on social media. 4. Influencer marketing. 5. Advertising in social media. 6. Social media management and content strategy. 7. Pay-per-click (PPC). Keyword analysis. 8. Artificial intelligence in marketing. 9. User experience & User interface. 10. Measuring website and mobile app traffic. Google Analytics. Attribution models. 11. Search Engine Optimization (SEO). 12. Copywriting. 13. Branding in digital marketing.

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 pointsMax. počet pokusů
Graded credit Graded credit 100  51 3
Mandatory attendence participation: Participation in seminars min. 50 %. Attendance at lectures is appropriate due to the subsequent seminars.

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Conditions for subject completion and attendance at the exercises within ISP: Participation in the final test + completion of individual tasks after agreement with the teacher.

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2025/2026 (N0688A050001) Information and Knowledge Management P Czech Ostrava 2 Choice-compulsory type B study plan
2025/2026 (N0414A050001) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2025/2026 (N0413A050014) Economics and Management (S02) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2024/2025 (N0414A050001) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2024/2025 (N0688A050001) Information and Knowledge Management P Czech Ostrava 2 Choice-compulsory type B study plan
2023/2024 (N0688A050001) Information and Knowledge Management P Czech Ostrava 2 Choice-compulsory type B study plan
2023/2024 (N0414A050001) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2022/2023 (N0414A050001) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2022/2023 (N0688A050001) Information and Knowledge Management P Czech Ostrava 2 Choice-compulsory type B study plan
2021/2022 (N0688A050001) Information and Knowledge Management P Czech Ostrava 2 Choice-compulsory type B study plan
2021/2022 (N0414A050001) Marketing and Business P Czech Ostrava 2 Compulsory study plan
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

Assessment of instruction



2024/2025 Winter
2023/2024 Winter
2022/2023 Winter
2021/2022 Winter