XPH_ADMT Digital Marketing

Ekonomicko-správní fakulta
jaro 2023
Rozsah
0/0/0. 3 kr. Ukončení: z.
Vyučující
Prateek Kalia, Ph.D. (přednášející)
Ing. Dušan Mladenovič, Ph.D. (přednášející)
Olga Prygara, Ph.D. (přednášející)
Garance
Ing. Dušan Mladenovič, Ph.D.
Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Kontaktní osoba: Vlasta Radová
Dodavatelské pracoviště: Katedra podnikové ekonomiky a managementu – Ekonomicko-správní fakulta
Předpoklady
SOUHLAS
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The aim of this course is to make the student more familiar with specifics, strategies, and tactics of marketing in nowadays internet environment. The course structure has been crafted in such a manner to navigate individuals through important steps whilst crafting an online marketing strategy and digital appearance. It consists of lectures, which are theoretically going to cover a variety of topics, and seminars, which are going to help you to practically develop a certain set of basic skills. The ultimate goal is to provide students with a 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 that 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. Afterward, 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).
Výstupy z učení
Students who complete this course successfully will be able to:
Understand the basic principles, specifics, and methods of digital marketing and online market research
Analyze keywords and get familiar with SEO
Plan, organize, launch, and measure online advertising campaigns - PPC
Develop content strategy, create and distribute content
Use email as a marketing channel
Employ social media, mobile, and video marketing in order to achieve strategic goals
Understand the steps behind interface design which are related to marketing and business goal
Having followed this course, the students should be better equipped to understand how the firm can achieve competitiveness online and utilize online market opportunities. One of the major goals is to bring practical and industry-relevant insights from external lecturers.
Osnova
  • Classes take place Monday-Friday (usually) in the mornings. The site visits and learning outside the classroom takes place in the afternoons. Culture/social activities will take place in the afternoons/nights. The following topics will be covered throughout the course:
  • Digital Marketing Strategy & Market Research
  • Keywords Analysis
  • Search Engine Optimization
  • Basics of Online Advertising
  • Search Advertising; Content Marketing
  • Copywriting
  • Email Marketing
  • Social Media Strategies and Channels
  • Mobile and Video Marketing
  • UX
  • CRM
  • Program changes reserved.
Literatura
    povinná literatura
  • 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
Výukové metody
The course is taught in the form of interactive lectures and workshops. The lectures are devoted to theoretical knowledge covering the objectives of the subject. Case studies are solved and discussed during the workshops. Students are also familiar with the methods, techniques, and tools needed to implement digital marketing in practice.
Metody hodnocení
The students are supposed to work on a group project and present it on the very last day of summer school. The evaluation of the lecturer together with the peer evaluation will take place in order to brainstorm and make a final decision.
Vyučovací jazyk
Angličtina
Navazující předměty
Informace učitele
Please join our Facebook page: https://www.facebook.com/groups/MarketingESF
Další komentáře
Studijní materiály
Předmět je vyučován jednorázově.
Poznámka k periodicitě výuky: Summer school.
Výuka probíhá blokově.
Předmět je zařazen také v obdobích jaro 2024.