Organizatinal Instructions to the Course
UPDATE [22.03.2021]: Due to the Covid-19 outbreak lectures and seminars will be held online via MS Teams.
MS Teams course code is: m4mese0
Seminar group 1: m8k78g9
Seminar group 2: dep5gud
1. Course Description
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).
The Analytics and Measurement topic will not be included in this course as it is profoundly covered in another course: MPM_GOAN Google Analytics
2. Topics to be covered
Following topics will be covered throughout the semesters:
- 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
3. Course Goals
Students who complete this course successfully will be able to:
- Understand basic principles, specifics, and methods of internet 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 accordingly
- Use email as a marketing channel
- Employ social media, mobile, and video marketing in order to achieve strategic goals
- Understand 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.
4. Required Texts and Materials
Mandatory literature (M):
- STOKES, Rob. eMarketing: The essential guide to marketing in a digital world. Independent, 2013. ISBN 978-0-620-56515-8
Recommended literature (R):
- Chaffey, D., Edmundson-Bird, D., & Hemphill, T. (2019). Digital business and e-commerce management. Pearson UK.
5. Descriptions of Major Assignments
5.1. Digital Marketing Plan
What is it about?
A Digital Marketing plan is about launching an e-commerce platform or online business according to student’s preferences. Students pick the idea they would like to develop further. As the course progress and different topics are covered, students would have to fulfill respective assignments accordingly and in the context of their business project. At the end of the semester, students will have an online business-ready case in their hands.
Groups should be maximum of four students.
What elements Digital Marketing Plan should include?
The final digital marketing plan should follow both in terms of content and formating the template available in the IS. Basically, the task of every team is to action all the points indicated in the template without exception.
What are the topics?
The following topics are available:
- Foot Tiny Home
- Horror Sounds Instrument
- Archie McPhee Handi Squirrel
- Smiffy's Men's Turkey Hat
- Reusable Blood Pack Drink Container
- Gift of Nothing
- Puff-N-Fluff Dog Dryer
- Organic Mushroom Growing Kit
- 1500 Live Ladybugs
- Mini USB Desktop Fridge Cooler
What are the important deadlines and procedures?
Important: registration for a particular topic/team must be done via IS. Only one team member registers in the IS.
The deadline for registration for the cutover presentations: 21.03.2021.
The deadline for registration for final presentations is 11.04.2021.
The deadline for submission of a preliminary marketing plan is 01.05.2021.
The deadline for submission of a final marketing plan is: 22.05.2021
The cutover presentations should not be longer than 15 minutes and should include topics until section 7 in a template (inclusive).
The final presentations should be no longer than 25 minutes.
What will be evaluated in your work?
|
Number |
Item |
Max. Points |
Awarded points |
|
1 |
Formal criteria
|
4 | |
|
2 |
Analytics
|
6 | |
|
3 |
Strategy and tactics
|
10 |
|
|
4 |
Marketing Mix
|
10 |
|
|
5 |
n/a |
||
|
|
Total |
30 |
5.2. Simulation
For this years' edition of the course, we have managed to purchase a limited number of licenses for the online simulation game - Simbound. This is generously being supported by Masaryk University Grant Agency under project number MUNI/FR/0972/2019.
Yet, the online simulation is a prerequisite for the successful completion of the course. You will get more information once the semester commences, and the exact number of students is known.
6.Exam
The final exam consists of 30 close-ended questions. Questions will be both multiple-choice and single-choice. The exam will take place during the standard examination period and students are obliged to preregister for the respective date which is going to be provided within the IS.
6.1.Course Grading
The course finishes with a final exam. Students are expected to work on the respective activities during the semester, be present during the lectures, and actively participate.
The certification provided by external providers (e.g. Google, Facebook, HubSpot, etc.) can bring additional 10 points and improve the grade. In order to pass the course, students need to collect a minimum of 60% of the maximum 100 points.
6.2. Explanation of Grading System
The grade has the following structure:
- Exam = 30%
- Digital Marketing Plan = 30%
- Class participation and attendance = 20%
- Simulation = 20%
- Certificate = 10%
6.3. Sample Grade Cutoffs
The following scale applies when it comes to final evaluation:
| A | 90 – 100% | Excellent - Comprehensive knowledge and understanding of the subject matter. |
| B | 83 – 89% | Very Good - Comprehensive knowledge and understanding of the subject matter |
| C | 75 – 82% | Good - Moderately broad knowledge and understanding of the subject matter |
| D | 67 – 74% | Satisfactory - Reasonable knowledge and understanding of the subject matter. |
| E | 60 – 66% | Marginal - Minimum knowledge and understanding of subject matter. |
| F | Below 60% | Failing - Unacceptable level of knowledge and understanding of subject matter. |
7. Course Policies and Information for Students
7.1. Attendance Policy
Attendance at lectures is not obligatory unless there is an external speaker (which will be announced in advance - please consult section 8 regularly). Attendance at seminars is mandatory.
If someone has a valid reason not to attend, he/she needs to inform the lecturer at least 2 days in advance.
Maximum three missed seminars are allowed. In case the student was not attending seminars more than three times, he/she will not be entitled to attend the exam.
7.2. Penalties for late work and requests for extensions
Students must respect deadlines. They are created according to the abilities of University students and are applicable to all. Delivering required work after the deadline will lead to losing points (1 day= -1 points ).
In case students need to extend the deadline, they need to inform the lecturer in advance and explain the valid reason for such a situation.
7.3. Ethics
Any copying, keeping a record of tests or carrying the tests out, using forbidden aids including any communication devices, or any other breach of objectivity of the exam is regarded as a failure to meet the obligations, and as a serious breach of study regulations.
The teacher grades the student with an "F" and the dean is allowed to initiate disciplinary action, which might lead to the termination of the studies.
7.4.Requests for instructor feedback on drafts and request to revise
Students can, at any time during the semester, ask the lecturer for feedback, advice, suggestion, or revision of their on-going work. This is done either during the seminars, office hours, or via email (preferably).
7.5. Disclaimer
Lecturers reserve the right to make modifications to this information throughout the semester.
8. Preliminary Schedule of Topics, Readings, and Case Studies
Please note that the schedule may deviate from the originally planned due to unforeseen and ad-hoc changes. However, you will be notified in due course.
|
Week |
Date |
Assigned Readings |
Chapter |
Remark |
|
1 |
03.03.2021 |
Digital Marketing Strategy & Market Research |
Chapter 2 & 3 (14-67) |
|
|
2 |
10.03.2021 |
Keywords Analysis |
||
|
3 |
17.03.2021 |
Basics of Online Advertising |
Chapter 11 (293-318) |
|
|
4 |
24.03.2021 |
Search Advertising – PPC |
Chapter 10 (264-290) |
Externalist: Ing. Anida Krajina Ph.D. OptiWeb - Ljubljana, Slovenia |
|
5 |
31.03.2021 |
Search Engine Optimization |
Chapter 9 (229-259) |
Externalist: Mgr. Nikola Kožuljević ThreatMark - Brno, Czechia |
|
6 |
07.04.2021 |
Content Marketing Strategy |
Chapter 4 (69-87) |
Externalist: Mr. Amlan Saha SalesForec - Munich, Germany |
|
7 |
14.04.2021 |
Copywriting |
Chapter 7 (165-194) |
Cutover Presentations - Part I |
|
8 |
21.04.2021 |
Email Marketing |
Chapter 16 (431-458) |
Cutover Presentations - Part II Externalist: Mrs. Anna Meyfarth Zalando Marketing Services - Berlin, Germany |
|
9 |
28.04.2021 |
Social Media Strategies and Channels |
Chapter 14&15
(365-428) |
|
|
10 |
05.05.2021 |
Mobile and Video Marketing |
Chapter 13 (343-363) Chapter 17 (461-492) |
|
|
11 |
12.05.2021 |
Marketing Automation and CRM |
Chapter 8 (201-227) |
Final Presentations - part I Externalist: Ing. David Brandejs Enehano Solutions - Brno, Czechia |
|
12 |
19.05.2021 | UX Precision and Artificial Intelligence in Digital Marketing |
Chapter 5 (93-127) |
Final Presentations - part II Externalist: Prof. Wojciech Czart Adam Mickiewicz University in Poznań, Poland |
|
|