BA_DgM Digital Marketing

University of Finance and Administration
Winter 2026
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Jana Matůšová (seminar tutor)
Guaranteed by
Mgr. Jana Matůšová
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Mgr. Petra Dovhunová
Timetable of Seminar Groups
BA_DgM/cMCPH: each even Monday 12:15–12:59 E309, each even Monday 13:00–13:45 E309, except Mon 12. 10. ; and Mon 19. 10. 14:45–16:15 E309, J. Matůšová
BA_DgM/pMCPH: each even Monday 8:45–9:29 E309, each even Monday 9:30–10:15 E309, each even Monday 10:30–11:14 E309, each even Monday 11:15–12:00 E309, except Mon 12. 10. ; and Mon 12. 10. 8:45–11:15 E309, Mon 19. 10. 14:00–14:44 E309, J. Matůšová
Prerequisites
Prerequisites for Digital Marketing Course Successful Completion of Introductory Courses: Students must have completed all required courses in their 2nd-year curriculum, focusing on basic marketing principles. Understanding of Marketing Theory: A fundamental understanding of marketing theories is required. Students are expected to apply these theories in various digital marketing contexts, including, but not limited to, email marketing, content creation, and digital advertising. Familiarity with Social Media Platforms: Students should have a basic familiarity with major social media platforms, including YouTube, Facebook, LinkedIn, Instagram, X, and TikTok. The course will delve deeper into how these platforms can be leveraged for marketing purposes.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
  • Introduce Digital Marketing Fundamentals: To acquaint students with the core principles of modern digital marketing and how digital transformation has reshaped the contemporary marketing landscape.
  • Develop Analytical Skills: To teach students how to conduct comprehensive micro- and macro-environment analyses within dynamic digital markets.
  • Strategize and Plan: To guide students in developing a robust digital marketing strategy by incorporating established planning frameworks such as SOSTAC.
  • Media and Marketing Mix: To explore how digital media integrates into both the traditional marketing mix (Product, Price, Place, Promotion) and extended frameworks (People, Process, Physical Evidence).
  • Cultivate Customer Relationships: To teach advanced methods of utilizing digital platforms for relationship marketing, customer lifecycle management (CLM), engagement, and long-term loyalty.
  • Hands-On Experience: To provide practical, real-world experience in executing digital marketing campaigns, managing customer experience (UX), and evaluating performance metrics.
  • Omnichannel and Multi-Channel Understanding: To enable students to seamlessly integrate digital marketing with traditional media channels and understand its pivotal role in omnichannel strategies.
  • Technical Skills & Tools: To expose students to essential digital marketing technologies and platforms, including Content Management Systems (CMS), web analytics, data visualization, and content creation tools.
  • Exploration of AI & Emerging Technologies: To examine the strategic impact, value, and limitations of generative AI and large language models across various facets of digital marketing, including content generation, automation, and data-driven personalization.
Learning outcomes
  • Understand Digital Marketing: Articulate digital marketing's strategic role and core components.
  • Conduct Analysis: Perform situational and competitor analyses in digital markets.
  • Create Strategies: Formulate and implement digital strategies using frameworks like SOSTAC.
  • Apply Marketing Mix: Integrate digital media into traditional and extended marketing mixes.
  • Build Customer Relationships: Use digital platforms to enhance engagement and loyalty.
  • Implement Campaigns: Develop and execute campaigns based on strategic insights.
  • Evaluate Performance: Use analytics to assess digital channel and campaign effectiveness.
  • Utilize Technical Tools: Show proficiency in CMS, data visualization, and web analytics.
  • Engage with AI & Emerging Technologies: Assess the value and limitations of generative AI in marketing.
Syllabus

. Introducing Digital Marketing (DM)


  • Transformation of marketing, core definitions (omnichannel, paid/owned/earned media)


  • Introduction to strategy, communication, and project presentations


2. Online Marketplace Analysis: Micro-Environment


  • Situation analysis, digital environment, and customer behavior/personas


  • Competitors, suppliers, new channel structures, and e-commerce models


3. The Digital Macro-Environment


  • Environmental changes and technological, economic, legal, and social forces

DIGITAL MARKETING STRATEGY DEVELOPMENT


4. Digital Marketing Strategy


  • Strategy scope, digital transformation, and the SOSTAC framework


  • Goal setting, formulation, implementation, and project assessment


5. Digital Media and the Marketing Mix


  • Product, Price, Place, Promotion, and extended mix (People, Process, Physical Evidence)


6. Relationship Marketing Using Digital Platforms


  • Customer loyalty, brand advocacy, engagement, and lifecycle management (CLM)

DIGITAL MARKETING IMPLEMENTATION AND PRACTICE


7. Delivering the Digital Customer Experience


  • Website/app planning, UX design, content testing, merchandising, and e-loyalty


8. Campaign Planning for Digital Media


  • Structured campaign planning: goals, insights, segmentation, creative strategy, budgeting, and integration


9. Marketing Communication Channels


  • SEM, online PR, influencer marketing, affiliate partnerships, display ads, email/mobile, and social media


10. Evaluation and Improvement of Performance


  • Digital analytics, data visualization, performance metrics, and content management


11. Lab & Revision 1 (Units 1–5)


  • Display advertising lab, terminology revision, and Q&A


12. Lab & Revision 2 (Units 6–10)


  • Mobile marketing & AI tools lab, terminology revision, and Q&A

Literature
    required literature
  • CHAFFEY, Dave and ELLIS-CHADWICK, Fiona, 2022. Digital marketing: strategy, implementation and practice. 8th edition. Harlow, England: Pearson. ISBN 978-1-292-40096-9.
    recommended literature
  • GRAYSON, Rochelle, 2023. Foundations in Digital Marketing. Vancouver: BCcampus Open Education.
  • KINGSNORTH, Simon, 2022. Digital Marketing Strategy: An Integrated Approach to Online Marketing. 6th edition. London: Kogan Page. ISBN 978-1398605060.
Teaching methods

DIGITAL MARKETING FUNDAMENTALS

  • 1. Introducing Digital Marketing (DM): Transformation of marketing, core definitions (omnichannel, paid/owned/earned media), introduction to strategy, communication, and project presentations.
  • 2. Online Marketplace Analysis: Micro-Environment: Situation analysis, digital environment, customer behavior/personas, competitors, suppliers, new channel structures, and e-commerce models.
  • 3. The Digital Macro-Environment: Environmental changes and technological, economic, legal, and social forces.

DIGITAL MARKETING STRATEGY DEVELOPMENT

  • 4. Digital Marketing Strategy: Strategy scope, digital transformation, the SOSTAC framework, goal setting, formulation, implementation, and project assessment.
  • 5. Digital Media and the Marketing Mix: Product, Price, Place, Promotion, and extended mix (People, Process, Physical Evidence).
  • 6. Relationship Marketing Using Digital Platforms: Customer loyalty, brand advocacy, engagement, and lifecycle management (CLM).

DIGITAL MARKETING IMPLEMENTATION AND PRACTICE

  • 7. Delivering the Digital Customer Experience: Website/app planning, UX design, content testing, merchandising, and e-loyalty.
  • 8. Campaign Planning for Digital Media: Structured campaign planning: goals, insights, segmentation, creative strategy, budgeting, and integration.
  • 9. Marketing Communication Channels: SEM, online PR, influencer marketing, affiliate partnerships, display ads, email/mobile, and social media.
  • 10. Evaluation and Improvement of Performance: Digital analytics, data visualization, performance metrics, and content management.
  • 11. Lab & Revision 1 (Units 1–5): Display advertising lab, terminology revision, and Q&A.
  • 12. Lab & Revision 2 (Units 6–10): Mobile marketing & AI tools lab, terminology revision, and Q&A.

// • Digital Marketing Labs (Optional): Video/visual editing (Canva), infographics, podcasting, WordPress, and generative AI workflows.

Assessment methods

Credit & Exam (z/Zk; 5 credits)

  • Credit: Based on student attendance (minimum 75% for full-time / 50% for part-time students) and a project presentation in class. Half of the credit evaluation depends on student participation and active engagement in seminar discussions. Students are entitled to receive the credit only after uploading their seminar work into the IS (Information System). Students with an Individual Study Plan (ISP) are required to complete a seminar paper on a topic assigned by the instructor.
  • Exam: A written test with 5 open questions primarily focusing on the application of digital marketing terminology in real-world scenarios, with a core focus on digital marketing strategies.
  • Criteria for Passing: A minimum of 60% correct answers is required to pass the written test (3 out of 5), with special attention given to the accurate and context-appropriate use of digital marketing terminology.
  • Interview (if needed): If an interview is deemed necessary, one segment will be dedicated to discussing the student's understanding and application of digital marketing terminology, probing their ability to apply them meaningfully rather than just rote memorization.
  • Note on ISP: ISP students follow the same rules as present (full-time) students, with the exception of attendance. The final deadline for submitting credit work is mandatory for both regular and ISP students.
Language of instruction
English
Follow-Up Courses
Teacher's information
Study materials will be uploaded in IS. You will have created one folder for your final seminar works. If you would need more addtional information contact me on my email 30499@mail.vsfs.cz I hope you will enjoy this course. Radek Turcani
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024, Winter 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2026/BA_DgM