MPH_ZIMA Internet Marketing Basics

Faculty of Economics and Administration
Spring 2019
Extent and Intensity
2/2/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Anida Krajina, Ph.D. (lecturer)
Ing. Dušan Mladenović, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Tue 16:00–17:50 P103
  • Timetable of Seminar Groups:
MPH_ZIMA/01: Tue 18:00–19:50 P103, A. Krajina, D. Mladenović
MPH_ZIMA/02: Wed 16:00–17:50 S308, A. Krajina, D. Mladenović
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 40 student(s).
Current registration and enrolment status: enrolled: 0/40, only registered: 0/40, only registered with preference (fields directly associated with the programme): 0/40
fields of study / plans the course is directly associated with
Course objectives
The aim of this course is to make the student more familiar with specifics, strategies and tactics of marketing in nowaday internet environment. The course structure has been crafted in such a manner to navigate individual through important steps whilst crafting online marketing strategy and digital appearance.

It consists of lectures, which are theoretically going to cover variety of topics, and seminars, which are going to help you to practically develop certain set of basic skills.

The ultimate goal is to provide student with strategic context of internet marketing. At the very beginning the course deals with online marketing strategies and market research as a backbone marketing concept. Thereafter comes a set of topics which are of fundamental value for internet marketing: keyword analysis, SEO, Online advertising and PPC. Once keywords are discovered, the course will cover topics related to content creation and distribution: Content marketing strategy and copywriting. Afterwards, marketing tools that are strongly bonded with ICT developments are going to be covered: email marketing, Social media marketing, Mobile and video marketing, user design and experience (UX). The very last topic is one of with the most relevant and that is Analytics and Measurement.
Learning outcomes
Students who complete this course successfully WILL BE ABLE TO:

- Understand basic principles, specifics and methods of internet marketing and online market research
- Discover and analyze keywords and get familiar with off-onsite SEO
- Plan, organize,launch and measure online advertising campaigns (PPC)
- Develop content strategy, create and distribute content accordingly
- Use email as a marketing channel. Further, be able to employ social media, mobile and video marketing in order to achieve strategic goals
- Profoundly understand steps behind user interface design which are related to previously developed marketing goals
- Understand the importance of metrics measurement and how it affects ongoing marketing plan
Syllabus
  • TOPICS to be covered throughout the semester:
  • - Digital Marketing Strategy & Market Research
  • - Keywords Analysis
  • - Search Engine Optimization - Onsite and Offsite SEO
  • - Basics of Online Advertising
  • - Search Advertising – PPC
  • - Content Marketing Strategy
  • - Copywriting
  • - Email Marketing
  • - Social Media Strategies and Channels
  • - Mobile and Video Marketing
  • - UX
  • - CRM Online
  • - Analytics & Measurement
Literature
    recommended literature
  • MARTÍNEZ LÓPEZ, Francisco J., Rafael ANAYA SÁNCHEZ, Rocío AGUILAR ILLESCAS and Sebastián MOLINILLO JIMÉNEZ. Online brand communities : using the social web for branding and marketing. Cham: Springer, 2016, viii, 253. ISBN 9783319248240. info
  • DODSON, I. The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. 1st ed. Wiley, 2016, 396 pp. ISBN 978-81-265-6440-8. info
  • ŘEZÁČ, Jan. Web ostrý jako břitva : návrh fungujícího webu pro webdesignery a zadavatele projektů. Vydání druhé. Český Těšín: House of Řezáč, 2016, 211 stran. ISBN 9788027006441. URL info
  • KRUG, Steve. Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability. 3rd ed. New York: New Riders, 2014, 216 pp. ISBN 978-0-321-96551-6. info
  • HOLIDAY, Ryan. Growth hacker marketing : a primer on the future of PR, marketing and advertising. New York: Portfolio/Penguin, 2014, xxix, 111. ISBN 9781591847380. info
  • JANOUCH, Viktor. Internetový marketing : prosad'te se na webu a sociálních sítích. Vyd. 1. Brno: Computer Press, 2010, 304 s. ISBN 9788025127957. info
  • KAUSHIK, Avinash. Web analytics : an hour a day. Indianapolis: Sybex, 2007, xxxiii, 44. ISBN 9780470130650. info
  • CHAK, Andrew. Submit now : designing persuasive web sites. Berkley: New Riders, 2003, xxii, 342. ISBN 0735711704. info
Teaching methods
Weekly Homework

The course is organized as combination of lectures, case studies and students´ active collaboration and participation. Students are obliged to work individually on their self-chosen business projects and deliver assigned homeworks on a weekly basis (in the respective repository folder into IS - another means of homework delivery will not be taken into consideration). Activity and participation during the lectures/seminars is evaluated, together with the participation during the case studies analysis, homework, or any other activities in the class. Students will be informed about the specific tasks during the lectures or assigned the homework in advance.

Students will get Homework templates on every seminar with the concrete questions and space for the answers.

Before the final work, students will also get the template. The final work will be simply joining all homeworks done through the semester with the title page and the last page for Feedback about the course and teachers that will be obligatory to fill in. What is the project about?

Business project is about launching an imaginary e-commerce platform or online business according to student’s preferences. Student picks her/himself the idea they would like to develop further. As the course progress and different topics are covered, students would have to fulfill respective assignments accordingly and in context of their business project. At the end of the semester, as a result of homeworks, students will have online business-ready case in their hands.

What the Final HW should include?

The final work should be simply the collection of all previous thirteen which student have had during the course of the semester. It should be delivered into the IS, in readable word file format.

What will be evaluated in your Homework?

- General Quality of the business project
- Validity and relevance of the information provided
- Structure of the work and solutions
- Creativity and out-of-the box approach etc.
Assessment methods
Class Participation

The language of the course is English. Students are obliged to participate actively in the class. Lecturers expect from students to think critically about lectures, comment, ask, discuss or analyze any topic that is brought up in the classroom. All interactions in class will be civil, respectful, and supportive of an inclusive learning environment for all students. If there are any concerns about classroom participation and classroom dynamics, students are free to speak to their lecturers.

Course GRADING

The course finishes with a final exam. Students are required to continuously work on their project during the semester, be present during the lectures and seminars and actively participate.In order to pass the course, students need to collect at least 60% of maximum 100 points. The final exam consists of 14 questions. Questions will be both multiple choice (only one correct answer) and open questions. The exam will take place during the standard examination period and students are obliged to preregister for the respective date which are going to be provided within the IS and communicated in due time.

EXPLANATION of Grading System

Individual business project= 56% Final exam = 34% Class participation, discussions and assignments = 10%

Sample Grade Cutoffs

A 90 – 100% Excellent. Comprehensive knowledge and understanding of the subject matter.
B 83 – 89% Very Good. Comprehensive knowledge and understanding of the subject matter.
C 75 – 82% Good. Moderately broad knowledge and understanding of the subject matter.
D 67 – 74% Satisfactory. Reasonable knowledge and understanding of the subject matter.
E 60 – 66% Marginal. Minimum knowledge and understanding of subject matter.
F Below 60% Failing. Unacceptable level of knowledge and understanding of subject matter.

ATTENDANCE POLICY

Attendance on lectures is not obligatory unless there is an external speaker (which will be announced in advance). However, attendance on seminars is mandatory. If someone has a valid reason not to attend, he/she needs to let lecturers know at least 2 days in advance. Maximum three missed seminars are allowed. In case student was not attending seminars more than three times, he/she will not be entitled to attend exam.

PENALTIES FOR LATE WORK and REQUESTS FOR EXTENSIONS

Students must respect deadlines. They are created according to the abilities of University students and are applicable to all. Delivering required work after the deadline will lead to loosing points (1 day= minus 0.5 points ). In case students need to extend the date, they need to inform the lecturer in advance and explain the valid reason for such situation.

POLICIES ON MISSED EXAMS, MAKE-UP EXAMS OR QUIZZES

Any copying, keeping a record of tests or carrying the tests out, using forbidden aids including any communication devices or any other breach of objectivity of the exam is regarded as a failure to meet the obligations of the subject and as a serious breach of study regulations. As a consequence, the teacher grades the student with "F" and the dean is allowed to initiate a disciplinary action, which might lead to the termination of the studies.

REQUESTS FOR INSTRUCTOR FEEDBACK ON DRAFTS AND REQUESTS TO REVISE

Students can, at any time during the semester, ask lecturers for feedback, advice, suggestion or revision of their on- going work. This is done either during the seminars, office hours or via email.
Language of instruction
English
Further comments (probably available only in Czech)
Study Materials
The course is taught each semester.
Information on course enrolment limitations: Předmět je určen studentům libovolného oboru. Jediným předpokladem je zájem o internetový marketing.
The course is also listed under the following terms Spring 2016, Spring 2017, Spring 2018.
  • Enrolment Statistics (recent)
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