116-0541/03 – Digital Marketing (DM)

Gurantor department	Department of Marketing and Business	Credits	5
Subject guarantor	Ing. Pavel Smutný, Ph.D.	Subject version guarantor	Ing. Pavel Smutný, Ph.D.
Study level	undergraduate or graduate	Requirement	Compulsory
Year	2	Semester	winter
		Study language	English
Year of introduction	2020/2021	Year of cancellation
Intended for the faculties	EKF	Intended for study types	Follow-up Master

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
SMU78	Ing. Pavel Smutný, Ph.D.

Extent of instruction for forms of study
Form of study	Way 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 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:

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. KAUFMAN, I. M, Ch. HORTON and A. ADKINS. Digital Marketing. New York: Routledge, Taylor & Francis Group, 2015. 353 p. ISBN 978-0-415-71675-8. TURBAN, E., J. STRAUSS and L. LAI. Social Commerce: Marketing, Technology and Management. Cham: Springer, 2016. 320 p. ISBN 978-3-319-17027-5.

Additional study materials

Study supports in the EduDocs system

Way of continuous check of knowledge in the course of semester

Klasifikovaný zápočet - projekty na cvičeních a závěrečná písemná kontrola znalostí. Student se musí povinně zúčastnit každé dílčí části zápočtu. Z každé části klasifikovaného zápočtu student musí obdržet minimální počet bodů.

E-learning

Study materials are available in the LMS system at 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: 2020/2021 Winter semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Graded credit	Graded credit	100	51	3

Mandatory attendence participation: Participation in seminars min. 50 %.

Show history

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.

Show history

Occurrence in study plans

Academic year	Programme	Form	Study language	Tut. centre	Year	Type of duty
2025/2026	(N0414A050002) Marketing and Business	P	English	Ostrava	2	Compulsory	study plan
2024/2025	(N0414A050002) Marketing and Business	P	English	Ostrava	2	Compulsory	study plan
2023/2024	(N0414A050002) Marketing and Business	P	English	Ostrava	2	Compulsory	study plan
2022/2023	(N0414A050002) Marketing and Business	P	English	Ostrava	2	Compulsory	study plan
2021/2022	(N0414A050002) Marketing and Business	P	English	Ostrava	2	Compulsory	study plan
2020/2021	(N0414A050002) Marketing and Business	P	English	Ostrava	2	Compulsory	study plan

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner
Incoming students MS	2025/2026	Full-time	English				Choice-compulsory	163 - International Office	stu. block
Incoming students - MS	2024/2025	Full-time	English				Choice-compulsory	163 - International Office	stu. block

Assessment of instruction

2024/2025 Winter