116-0341/04 – Digital Marketing (DM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Pavel Smutný, Ph.D.Subject version guarantorIng. Pavel Smutný, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
KOZ0092 Ing. Patrik Koziel
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 Graded 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

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.


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. 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 pointsMax. počet pokusů
Graded credit Graded credit 100  51 3
Mandatory attendence participation: Participation in seminars min. 50 %.

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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
2024/2025 (N0413A050014) Economics and Management (S02) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2023/2024 (N0413A050014) Economics and Management (S02) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2022/2023 (N0413A050014) Economics and Management (S02) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2021/2022 (N0413A050014) Economics and Management (S02) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2020/2021 (N0413A050014) Economics and Management (S02) Management P Czech Ostrava 2 Choice-compulsory type B study plan
2019/2020 (N0413A050014) Economics and Management (S02) 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

2023/2024 Winter
2022/2023 Winter
2021/2022 Winter
2020/2021 Winter