MKH_DMSM Digital marketing and social media analysis

Faculty of Economics and Administration
Spring 2022
Extent and Intensity
26/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Prateek Kalia, Ph.D. (lecturer)
Ing. Dušan Mladenovič, Ph.D. (lecturer)
Guaranteed by
Ing. Dušan Mladenovič, 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
Sat 19. 2. 12:00–15:50 P104, Sat 19. 3. 12:00–15:50 P104, Fri 1. 4. 16:00–19:50 P104, Sat 14. 5. 12:00–15:50 P104
Prerequisites
Successful completion of the course does not require any specific requirements. However, the basic knowledge of marketing is an advantage.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to introduce the students to the specifics of marketing carried out in the online environment. The content of the course is a set of lectures and seminars that provide graduate students with a comprehensive and strategic view of digital marketing, including knowledge and skills related to social media analysis.
Learning outcomes
At the end of the course, the student will:
- understand the basic principles and specifics of digital marketing;
- know the basics of web site construction and content;
- understand the principles of search engine optimization and be able to identify keywords;
- know the principles of web copywriting - Get acquainted with the creation of Internet campaigns and the specifics of individual tools and channels (PPC advertising, social media, e-mail marketing and others;
- know the essence and know how to work with content marketing;
- know and be able to use functions and to process statistics from the Google Analytics tracking tool.
Syllabus
  • • 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
    required literature
  • STOKES, Rob. eMarketing: The essential guide to marketing in a digital world. Online. 5th. Quirk Education Pty (Ltd)., 2013. ISBN 978-0-620-56515-8. info
    recommended literature
  • BRUNEC, Jan. Google analytics. První vydání. Praha: Grada Publishing, 2017, 143 stran. ISBN 9788027103386. URL info
  • KOTLER, P. Marketing 4.0: Moving from Traditional to Digital. 1st ed. Wiley, 2017, 208 pp. ISBN 978-81-265-6693-8. info
  • BARKER, Melissa S., Donald BARKER, Nicholas F. BORMANN, Mary Lou ROBERTS and Debra L. ZAHAY. Social media marketing : a strategic approach. Second edition. Boston: Cengage Learning, 2017, xv, 330. ISBN 9781305502758. info
  • DODSON, I. The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Hoboken: Wiley, 2016, 400 pp. ISBN 978-1-119-26570-2. info
  • RYAN, D. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. 4th ed. Kogan Page, 2016, 464 pp. ISBN 978-0-7494-7843-8. info
  • ŠENKAPOUN, Pavel. Webcopywriting pro samouky : průvodce moderního marketéra a podnikatele po webovém obsahu. Vydání první. Brno: Zoner Press, 2015, 207 stran. ISBN 9788074131769. info
  • ŘEZÁČ, Jan. Web ostrý jako břitva : návrh fungujícího webu pro webdesignery a zadavatele projektů. 1st ed. Jihlava: Baroque Partners, 2014, 211 s. ISBN 9788087923016. info
Teaching methods
The course is taught in the form of lectures and seminars. The lectures are devoted to the theoretical knowledge covering the objectives of the subject. Case studies are solved and discussed during the seminars. Students are also familiar with the methods, techniques and tools needed to implement digital marketing in practice.
Assessment methods
t the end of the semester one written test containing 20 questions is written. It is a must to master 60% of the test questions. The test is 34% of the overall rating. 56% of the final grade comes from individual business projects. 10% of points is possible to get based on active participation in seminars, case studies etc.
Sample Grade Cutoffs: A 90 – 100% B 83 – 89% C 75 – 82% D 67 – 74% E 60 – 66% F Below 60%
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.
Language of instruction
English
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
The course is taught annually.
Information on the extent and intensity of the course: 16 hodin tutoriálů.
Information on course enrolment limitations: Minimální počet pro otevření předmětu je 10 zapsaných studentů. / The minimum number of enrolled students to open the course is 10.
  • Enrolment Statistics (recent)
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