ISKM81 Social media marketing

Faculty of Arts
Autumn 2022
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Lukáš Havlík (lecturer)
Mgr. Tomáš Marek, Ph.D. (lecturer)
Guaranteed by
PhDr. Petr Škyřík, Ph.D.
Department of Information and Library Studies – Faculty of Arts
Contact Person: Mgr. Alice Lukavská
Supplier department: Department of Information and Library Studies – Faculty of Arts
Timetable
each odd Thursday 8:00–11:40 D33
Prerequisites
The course has no prerequisites.
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 12 student(s).
Current registration and enrolment status: enrolled: 4/12, only registered: 0/12
fields of study / plans the course is directly associated with
there are 14 fields of study the course is directly associated with, display
Course objectives
Social networks are one of the commonly used promotional channels nowadays. No wonder. They bring the potential to reach a very wide number of people, without the need to buy media space in advance. After completing the course, students will know what they need to prepare and launch a relevant social media campaign (primarily on Facebook/Instagram). At the same time, they will be able to set up, manage and evaluate the campaign in the advertising system.
Syllabus
  • 1. Introduction to the subject, organization and class roadmap, and social networks as a promotional channel.
  • 2. Selecting teamwork project; content and advertising on social networks - interconnected worlds; networks as a part of the promotional mix, connections with a marketing strategy; place and role of social media marketing in the funnel; first work with Facebook Business Manager.
  • 3. Company, customer, competitors. Ads Manager, audiences, pixel and measurement, ad library.
  • 4. Goals, campaign types and structure; campaign creation, set and ad creation. Ad formats, themes, creativity. Advertising rules.
  • 5. Progressive optimization, evaluation options (system vs. web analytics), metrics, working with budgets, troubleshooting, reporting, and data visualization.
  • 6. Advanced promotion techniques, dynamic advertising, product catalogue and product feed, A/B testing, automation, and APIs.
  • 7. Advertising on other networks: Linkedin, Pinterest, Waze... Closing the class, project presentations.
Literature
  • Meta Blueprint [e-learning]. Dostupné z: https://www.facebookblueprint.com/student/catalog
  • 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
  • SHARP, Byron. Jak se budují značky: co obchodníci nevědí. Přeložil Petr Sumcov. Praha: Dobrovský, 2018. Knihy Omega. ISBN 978-80-7390-618-4.
  • SHOTTON, Richard. Anatomie rozhodování: 25 skrytých faktorů, které ovlivňují to, jak nakupujeme. Přeložil Kateřina Paterová. Praha: Dobrovský, 2020. Via. ISBN 978-80-7642-548-4.
  • BARDEN, Phil. Decoded: The Science Behind Why We Buy. Chichester: John Wiley & Sons Inc, 2013.
Teaching methods
Teaching in seven blocks (once every 14 days) allows for a greater focus on the topic - both in theory and mainly in practice. Students will apply the acquired knowledge directly into practice.
Teamwork project, brainstorming, brainwriting, practical work with a customer group, with a value proposition, with data, etc.
Direct work in advertising systems.
Assessment methods
The path to a successful credit is through ongoing teamwork on a collaborative project, a final presentation and a short test.
Attendance requirements will be specified later on.
Information on the requirements for combined students will be specified.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Teacher's information
Bringing your laptop into the class is appropriate for the course.

Classes are taught in blocks every two weeks - the first block of classes will be held on September 15, 2022.

The instructor of the course has the discretion to approve exceptions. If you are interested in the class and did not fit in during the registration wave, write a request for an exception with an explanation of your motivation. Don't be afraid to send in the request.

The course is also listed under the following terms Autumn 2023.
  • Enrolment Statistics (Autumn 2022, recent)
  • Permalink: https://is.muni.cz/course/phil/autumn2022/ISKM81