ZURb1233 Marketing on social networks

Faculty of Social Studies
Autumn 2019
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Petr Albrecht (seminar tutor)
Mgr. Tomáš Svoboda (seminar tutor)
Guaranteed by
Mgr. Jaroslav Čuřík, Ph.D.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
Wed 18:00–19:40 AVC
Prerequisites (in Czech)
! ZUR300b Promotion on social networks &&( ZURb1101 Journalism || ZUR105 Introduction to news reporting ) && ZUR130 Introduction to news reporting
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 30 student(s).
Current registration and enrolment status: enrolled: 0/30, only registered: 0/30
fields of study / plans the course is directly associated with
there are 32 fields of study the course is directly associated with, display
Course objectives
The aim of the course is to familiarize students with the internal operation of the editors, its less visible parts and to familiarize them with the opportunities provided by media partnerships, social networks and other ways of promotion for their own presentation and audience expansion. The course is therefore led by practitioners who bring experience from their work into the classroom. The basic means of the course is a training medium in all its forms (text, audio, video), the outputs of which will be promoted by students as well as the medium itself. Students will gradually acquire the ability to promote the media and its content, negotiate media partnerships, cooperation with university media (Radio R, official MU profiles, etc.) to switch selected content to social networks, their management and ways to increase subscribers. Students will also gain an overview of formats that are suitable for social networks, their targeting and division into a portfolio of individual profiles on social networks. They will also learn about the possibilities of live streaming, current threats of “instant journalism”, common and crisis communication with readers/ viewers /subscribers - eg on social networks.
Learning outcomes
Upon successful completion of the course, students will acquire practical knowledge and skills that anyone who wants to exploit and partially transfer media content to social networks to strengthen their brand, open up to a new target audience and attract new subscribers (readers, site visitors, service provider) of the original media content provider (newspaper, television, internet portal). They will be able to create a promotion plan, secure media partnerships. At the same time, they will acquire the ability to manage company profiles, the risks associated with “instant journalism” and other threats as well as the benefits of moving media content to social networks simultaneously.
Syllabus
  • 1. Introductory seminar, division into teams and first tasks (PA, TS). • 2. Manage your “company” facebok profile: content, means of expression, targeting, metric, customer communications - Part I (PA). • 3. Promotion of selected action in multimedia editorial office (TS). • 4. Manage your “company” facebok profile: content, means of expression, targeting, metrics, customer communications - II. Part (PA). • 5. Media partnership (TS). • 6. Portfolio of social profiles Facebook, Twitter, Instagram + blog idnes and their fulfillment with various content (PA). • 7. Fake news (TS). • 8. Live streams: Facebook Live, Periscope for Twitter, 360 ° Camera (PA). • 9. Influencers (TS). • 10. Instagram: photos, filters, instastors, live, ... (PA). • 11. Media and crisis communication with readers (TS). • 12. Video trailer - how to attract, camera and edit (PA). • 13. Evaluation of the seminar, final discussion (PA, TS).
Literature
    required literature
  • Facebook e-learning courses, dostupné na https://www.facebookblueprint.com/student/catalog.
  • KAWASAKI, Guy and Peg FITZPATRICK. Umění sociálních médií : silné tipy pro silné uživatele. Translated by Marek Čtrnáct. Tetčice: Impossible, 2017, 160 stran. ISBN 9788087673300. info
  • BEDNÁŘ, Vojtěch. Marketing na sociálních sítích : prosaďte se na Facebooku a Twitteru. Vyd. 1. Brno: Computer Press, 2011, 197 s. ISBN 9788025133200. info
Teaching methods
The seminar is split into a theoretical and a practical part. The students apply gained knowledge in practice. Among the long-term tasks there are: taking part at conferences of individual newsrooms of the practice medium (as divided into teams), active administration of social profiles for the entire semester, evaluation of reports and most successfull posts, and the separate guerilla marketing project, which they bring into life + other activities as currently needed. Studying the set literature.
Assessment methods
The seminar is sucessfully completed by those learners, who fulfill their duties actively throughout all semester, take part in conferences and use their newly gained knowledge in practice. Final debate: At a joint meeting, the students present the results of their work, findings, changes of social profiles and numbers of flollowers in time. Also, the instructors sum up and show on examples the main mistakes that the students made while learning, including proposals how to eliminate these mistakes. At the same time, at the colloquium, the practical execution of the special tasks is presented and evaluated - media partnership, or guerilla marketing events.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught each semester.
Teacher's information
During the course, all the important additional information and documents associated with the course (its beginning, organisation and completion) are to be published in the study materials folder in the Information System (IS).
The course is also listed under the following terms Autumn 2020, Spring 2021, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.
  • Enrolment Statistics (Autumn 2019, recent)
  • Permalink: https://is.muni.cz/course/fss/autumn2019/ZURb1233