1. Course Description

This course aims 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.

The ultimate goal is to provide students with a strategic context of digital marketing. The course deals with an array of topics with both strategic and tactical relevance for the digital environment (see section 2).

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

The following topics will be covered throughout the semesters:

• 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

3. Course Goals

Students who complete this course successfully will be able to:

• Understand basic principles, specifics, and methods 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.

Having followed this course, the students should be better equipped to understand how the company (regardless of its size) can achieve competitiveness online and utilize digital market opportunities. One of the major goals is to bring practical and industry-relevant insights from external lecturers as well. Therefore, we continuously negotiate with an array of guests from the industry (e.g., agencies, companies, etc.) to come and talk to us real world of digital (please refer to section 8 for the full agenda).

4. Required Texts and Materials

Mandatory literature (M):

• CHAFFEY, Dave a Fiona ELLIS-CHADWICK. Digital marketing. Eight edition. Harlow, England: Pearson, 2022. ISBN 978-1-292-40096-9

Recommended literature (R):

• STOKES, Rob. eMarketing: The essential guide to marketing in a digital world. Independent, 2013. ISBN 978-0-620-56515-8

5. Descriptions of Major Assignments

5. Digital Marketing Plan

What is it about? 

A digital marketing plan is about launching an e-commerce platform or online business according to students’ preferences. Students pick the idea they would like to develop further. As the course progresses 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. 

Further details on the digital marketing plans are available in a separate section.

6. Exam

6.1.Course Grading

The course has a midterm and finishes with a final exam. The midterm will take place on 10.04.2024 (see section 8) and will include materials from the first six weeks. The registration is needed via IS (will be communicated upfront). Important: you can not repeat the midterm test.

The exam will cover materials from the last six weeks of the semester (see section 8). It takes 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. The precise examination dates will be communicated until the mid of April.

Applicable for both midterm and exam, for correct answers, 1 point is granted, whilst for incorrect 0,25 is deducted. The questions will be a one-answer choice.

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 an additional 10 points and improve the grade. To pass the course, students need to collect a minimum of 60% of the maximum of 100 points.

6.2. Explanation of the Grading System

The grade has the following structure:

• Exam = 20%
• Midterm = 20%
• Digital Marketing Plan = 30%
• Class participation and attendance = 20%
• Certificate = 10%

6.3. Sample Grade Cutoffs

The following scale applies when it comes to the 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 the subject matter.
F	Below 60%	Failing - Unacceptable level of knowledge and understanding of the 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 - 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.

A maximum of three missed seminars are allowed. If students do not attend seminars regularly and have more than two unexcused absences, an "X" evaluation will be given even during the semester - essentially, the student will not be allowed to take the final exam or complete the course successfully due to failure to meet ongoing obligations.

Please use your ISIC cards to record your presence at seminars (to "beep" at the entrance). You have 10 minutes before and 20 minutes after the start of the seminars to do this. 

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 the required work after the deadline will lead to losing points (1 day = -2 points).

In case students need to extend the deadline, they need to inform the lecturer in advance and explain the valid reason for the extension.

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 requests to revise

Students can, at any time during the semester, ask the lecturer for feedback, advice, suggestions, or revision of their ongoing work. This is done either during the seminars, during 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 upfront should changes take place.

Week	Date	Assigned Readings	Chapter	Remark
1	21.02.2024	Introducing Digital Marketing	Chapter 1	DM
2	28.02.2024	Online Marketplace: micro-environment	Chapter 2	DM
3	06.03.2024	The digital macro-environment	Chapter 3	PK
4	13.03.2024	Digital Branding and Mix	Chapter 5	DM Guest lecture: Anida Rajapakse Optiweb
5	20.03.2024	Digital Marketing Strategy	Chapter 4	DM Guest lecture: Nikola Kožuljević Smartsupp & Opinio.ai
6	27.03.2024	Data-driven relationship marketing using digital platforms	Chapter 6	PK Guest lecture: Emmanuel Mogaji Ph.D. Keele University Cutover presentations (seminars)
8	10.04.2024	Delivering digital marketing experience (P.1)	Chapter 7	DM Guest lecture: Adam Popelka & Radoslav Bačik AdBros Midterm (seminars)
9	17.04.2024	Delivering digital marketing experience (p.2)	Chapter 7	PK Guest lecture: Štěpán Růža Business Factory
10	24.04.2023	Campaign planning for digital media	Chapter 8	DM Guest lecture: Nikolina Ljepava American University in the Emirates (AUE)
11	01.05.2024	Marketing communications using digital media channels (P.1)	Chapter 9	Public holiday - no activities
12	08.05.2024	Marketing communications using digital media channels (P.2)	Chapter 9	Public holiday - no activities
13	15.05.2024	Evaluation and improvement of digital channel performance	Chapter 10	PK Guest lecture: Martin Čtvrtníček Atlas Copco CZ Final presentations (seminars)

Note: DM - Dušan Mladenović; PK - Prateek Kalia

Please note that a reading week is in the period from 01.04.2024-05.03.2024 (Week 7). There are no lectures or any other activities on sight planned for this week.