116-0541/01 – Digital Marketing (DM)
Gurantor department | Department of Marketing and Business | Credits | 4 |
Subject guarantor | Ing. Pavel Smutný, Ph.D. | Subject version guarantor | Ing. Katarína Seifriedová, Ph.D. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 2 | Semester | winter |
| | Study language | English |
Year of introduction | 2016/2017 | Year of cancellation | 2020/2021 |
Intended for the faculties | EKF | Intended for study types | Follow-up Master |
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
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 měřením a analytikou a posouzení aktivit digitálního marketingu z legislativního a etického hlediska.
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
Elaborating of a 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.
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction