MPH_DMSM Digital marketing and social media analysis

Faculty of Economics and Administration
Spring 2024
Extent and Intensity
2/2/0. 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
Wed 8:00–9:50 P103, except Wed 3. 4.
  • Timetable of Seminar Groups:
MPH_DMSM/01: Wed 10:00–11:50 VT202, except Wed 3. 4., D. Mladenovič
MPH_DMSM/02: Wed 12:00–13:50 VT314, except Wed 3. 4., D. Mladenovič
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.

The capacity limit for the course is 48 student(s).
Current registration and enrolment status: enrolled: 28/48, only registered: 1/48
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 a nowadays digital 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.
Learning outcomes
At the end of the course, the student will:
- understand the basic principles and specifics of digital marketing
- Perform online research
- Plan, organize, launch, and measure online campaigns
- Be orientated on how the digital environment can enhance branding
- Use digital platforms to communicate with target audiences etc.
Syllabus
  • • Introducing digital marketing
  • • Online micro-marketplace analyses
  • • Online macro-marketplace analyses
  • • Digital marketing strategy
  • • Digital branding and mix
  • • Data-Driven relationship marketing using digital platforms
  • • Delivering a digital marketing experience
  • • Campaign planning for digital media
  • • Marketing communications using digital media channels
Literature
    required literature
  • CHAFFEY, Dave and Fiona ELLIS-CHADWICK. Digital marketing. Eight edition. Harlow, England: Pearson, 2022, xxv, 534. ISBN 9781292400969. 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
  • 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
  • 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
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
The grade has the following structure: (a) Exam = 20%; (b) Midterm = 20%; (c) digital Marketing Plan = 30%; (d) Class participation and attendance = 20%; (e) Certificate = 10%
Language of instruction
English
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
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.
The course is also listed under the following terms Spring 2021, Spring 2022, Spring 2023, Spring 2025.
  • Enrolment Statistics (Spring 2024, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2024/MPH_DMSM