ZURb1233 Marketing on social networks

Faculty of Social Studies
Autumn 2020
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 &&( ZURb1106 News writing || 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
Course objectives
Developing or strengthening its own "brand" - whether in the public or private sector - is increasingly intertwined with the virtual internet environment. The object of the course is to introduce students to the basics of marketing on social networks, especially Facebook, Twitter, Instagram and Youtube. They will also get an overview of the formats that are suitable for social networks, their targeting and their distribution into a portfolio of individual social networking profiles. It will also familiarise itself with the possibilities of live input and transmission, normal and crisis communication with readers/viewers/social media followers.
Learning outcomes
The seminar brings students basic information about marketing on social networks and gives them the basis for possible work in social media marketing. The course participants will gain practical knowledge and skills that they can use in strengthening their own brand on social networks, gaining new target groups and new customers. Upon successful completion of the course, they will master the management of company profiles, learn the benefits and threats of today's media world, increasingly tied to social networks.
Syllabus
  • 1. Initial seminar and first assignments. 2. Social networks and marketing, expressions, targeting, metrics, communication with customers - part I. 3. Promotion of selected action on social networks. 4. Social networks and marketing, expressions, targeting, metrics, communication with customers — Part II. 5. Guerrilla marketing and examples of it in practice. 6. A portfolio of social profiles Facebook, Twitter, Instagram and their fulfilment with different content. Software tools. 7. Communicate with subscribers/readers/followers. 8. Advertising on social networks, campaigns, planning, costs, ethical principles. 9. Influencers. 10. Instagram: photos, filters, instastory, live, ... 11. Fake News; satire on the network. 12. Videos -- how to take, what to lure with, camera and editing. 13. Seminar evaluation, final debate.
Literature
    required literature
  • LOSEKOOT, Michelle and Eliška VYHNÁNKOVÁ. Jak na sítě : ovládněte čtyři principy úspěchu na sociálních sítích. Vydání první. V Brně: Jan Melvil Publishing, 2019, 325 stran. ISBN 9788075550842. URL info
  • 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
  • Facebook e-learning courses, dostupné na https://www.facebookblueprint.com/student/catalog.
Teaching methods (in Czech)
Seminář je rozdělen na teoretickou a praktickou část. Přednášky, semináře, prezentace. Praktické úkoly a projekty s napojením na praxi. Správa vybraných sociálních profilů. Rozvíjení týmové spolupráce. Získané poznatky studenti aplikují v praxi.
Assessment methods (in Czech)
Kurz úspěšně zakončí posluchači, kteří splní zadané krátkodobé i dlouhodobé úkoly a budou se aktivně účastnit přednášek (prezence nejméně 75 procent)
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 2019, Spring 2021, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.
  • Enrolment Statistics (Autumn 2020, recent)
  • Permalink: https://is.muni.cz/course/fss/autumn2020/ZURb1233