116-0441/01 – Digital Marketing (DM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Katarína Seifriedová, Ph.D.Subject version guarantorIng. Katarína Seifriedová, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year1Semesterwinter
Study languageCzech
Year of introduction2017/2018Year of cancellation2020/2021
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
Part-time Credit 6+6

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 journalism. 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

1. Úvod do digitálního marketingu. Internetový marketing. Digitální marketing. Rozdíly mezi digitálním a tradičním marketingem. Komunikační modely tradičních médií a nových médií. 2. Měření návštěvnosti webové stránky. Google Analytics. Atribuční modely. 3. Adaptace tradičních médií. Televize, rozhlas, tisk v nových médiích. Streamovací služby. Livestreaming. Služby na bázi předplatného. Big Data v různých oblastech života. 4. Search engine marketing. 5. PPC. Analýza klíčového slova. 6. Měření efektivity PPC reklam a jejich optimalizace 7. Marketingový výzkum v online prostředí a datová žurnalistika. 8. Sociální média a marketing na sociálních sítích. Chování uživatelů sociálních sítí. Marketing na sociální síti Facebook. 9. Marketing na ostatních sociálních sítích. YouTube. 10. Geomarketing. Využití dat z mobilních telefonů, GPS a další pro marketingové účely. 11. Spotřebitelské chování na internetu. Framework STDC, typologie uživatelů eshopů. 12. Personalizace reklam v online prostředí. PPC, remarketing, sociální sítě. Legislativa digitálního marketingu. Ochrana spotřebitele. Autorská práva. Etika na internetu. 13. Virtuální komunity. YouTube. 14. Výkonnostní marketing. Plánování a měření kampaní.

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:

CHAFFEY, Dave and P. R. SMITH. E-marketing Excellence: Planning and Optimizing Your Digital Marketing. 5th ed. London: Routledge, 2017. 690 p. ISBN 9781138191709. LOSEKOOT, Michelle a Eliška VYHNÁNKOVÁ. Jak na sítě. Ovládněte čtyři principy úspěchu na sociálních sítích. Brno: Jan Melvil Publishing, 2019. 329 s. ISBN 978-80-7555-084-2. ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. Jihlava: Baroque Partners, 2016. 216 s. ISBN 9788027006441.

Way of continuous check of knowledge in the course of semester

E-learning

Other requirements

Elaboration of the semestral 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. 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. 2. Measuring of website traffic. Google Analytics. 3. Search engine marketing. PPC. Analysis and keyword research. 4. Marketing research in the online environment and data journalism. Questioning. Observation. On-line journals. 5. Consumer behaviour on the internet. Demand analysis and conversion models. Online shopping behaviour. Models of online shopping behaviour. 6. Social networks. The behaviour of users on social networks. Marketing on Facebook and marketing on the other social networks.

Conditions for subject completion

Part-time form (validity from: 2017/2018 Winter semester, validity until: 2020/2021 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit Credit 85  85 2
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 yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2020/2021 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Choice-compulsory study plan
2019/2020 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Choice-compulsory study plan
2018/2019 (N6208) Economics and Management (6208T037) Management K Czech Ostrava 1 Choice-compulsory study plan
2018/2019 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Choice-compulsory study plan
2017/2018 (N6208) Economics and Management (6208T037) Management K Czech Ostrava 1 Choice-compulsory study plan
2017/2018 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2019/2020 Winter
2018/2019 Winter
2017/2018 Winter