TIM_B_042 Basics of online brand communication on social networks

Faculty of Arts
Spring 2020
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Bc. David Humpolík (lecturer)
Barbora Kheler (seminar tutor)
Guaranteed by
doc. Mgr. Jana Horáková, Ph.D.
Department of Musicology – Faculty of Arts
Supplier department: Department of Musicology – Faculty of Arts
Timetable
Tue 10:00–11:40 N21
Prerequisites
to read and understand texts in Czech
  • basic knowledge of social media Facebook, Instagram, LinkedIn, Twitter, Youtube
    • Course Enrolment Limitations
    The course is also offered to the students of the fields other than those the course is directly associated with.
    The capacity limit for the course is 50 student(s).
    Current registration and enrolment status: enrolled: 1/50, only registered: 0/50, only registered with preference (fields directly associated with the programme): 0/50
    fields of study / plans the course is directly associated with
    Course objectives
    The aim of the course is to introduce students to the methods of online marketing and to create a communication strategy of the brand especially on the social media. That includes creating an analysis, research of a competition, creating content plan for social media, basics of a performance marketing and ads. Students will learn to cooperate in teams and also fulfilling their task independently. During the course experts from the marketing industry (freelancers, employes of the marketing agency) will be presented to share their knowledge. Theoretical basics will be used from real case studies. The course is aiming for practical usage of all skills, which students will get during the lectures.
    Learning outcomes
    Students will be able:
    to define basic benefits of social media usage for the brand - to prepare analysis of existing communication of the brand
    - to create a marketing strategy;
    - to create a content plan for social media;
    - to design and create campaigns of performance marketing
    - to analyze results of performance marketing campaigns - to analyze overall results of marketing communication of the brand and continuously develop the brand - to learn how to speak by the language of the brand
    Syllabus
    • 1. introduction
    • 2. analysis / strategy
    • 3. content
    • 4. community management
    • 5. paid ads
    • 6. analytics
    Literature
    • UNTERMÜLLER, Vojtěch. Manuál copywritingu: jak se přes víkend naučit psát pro reklamu a marketing a vítězit v každodenních bitvách o pozornost a peněženky. Praha: Grada, 2019. ISBN 978-80-271-2585-2.
    • LOSEKOOT, Michelle a Eliška VYHNÁNKOVÁ. Jak na sítě: ovládněte čtyři principy úspěchu na sociálních sítích. V Brně: Jan Melvil Publishing, 2019. Žádná velká věda. ISBN 978-80-7555-084-2.
    • KARLÍČEK, Miroslav. Základy marketingu. 2., přepracované a rozšířené vydání. Praha: Grada, 2018. ISBN 978-80-247-5869-5.
    Teaching methods (in Czech)
    teoretická příprava probráním základních definicí vyučovaných pojmů
    přednáškové vystoupení expertů z oboru
    praktické procvičování získaných vědomostí
    samostatná i týmová práce na zadaných úkolech
    Assessment methods
    fullfilling the tasks
    creating complete marketing strategy for the brand (final group project)
    team work
    Language of instruction
    Czech
    Further Comments
    Study Materials
    The course is taught annually.
    The course is also listed under the following terms Spring 2021, Spring 2022.
    • Enrolment Statistics (Spring 2020, recent)
    • Permalink: https://is.muni.cz/course/phil/spring2020/TIM_B_042