116-0541/01 – Digital Marketing (DM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Pavlína Kozáková, Ph.D.Subject version guarantorIng. Pavlína Kozáková, Ph.D.
Study levelundergraduate or graduate
Study languageEnglish
Year of introduction2016/2017Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
KLE243 Ing. Vojtěch Klézl, Ph.D.
PAW031 Ing. Pavlína Kozáková, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
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 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



Compulsory literature:

SMITH, Nick, Robert WOLLAN a Catherine ZHOU. The social media management handbook: everything you need to know to get social media working in your business. Hoboken: Wiley, c2011. 328 s. ISBN 978-0-470-65124-7. PELSMACKER, Patrick de, Maggie GEUENS a Joeri van den BERGH. Marketing communications: a European perspective. Sixth edition. Harlow: Pearson, 2018. ISBN 978-1-292-13576-2.

Recommended literature:

BYRNE, Barbara M. Structural equation modeling with AMOS: basic concepts, applications, and programming. Second edition. New York: Routledge, 2010. 396 s. ISBN 978-0-8058-6372-7. MALHOTRA, Naresh K, David F BIRKS a Peter WILLS. Marketing research: an applied approach. 4th ed. Harlow: Pearson, 2012. 1037 s. ISBN 978-0-273-72585-5. ZARRELLA, Dan a Alison ZARRELLA. The Facebook Marketing Book. Sebastopol: O’Reilly Media, 2011. 288 s. ISBN 978-1-449-38848-5.

Way of continuous check of knowledge in the course of semester


Další požadavky na studenta

Elaborating of a 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)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit Credit 85  85
Mandatory attendence parzicipation: Participation in seminars is 70 %.

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner
Incoming students - master study 2019/2020 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming students - master study 2018/2019 Full-time English Choice-compulsory 163 - International Office stu. block