BA_DgM Digital Marketing

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Guaranteed by
PhDr. Ladislava Knihová, Ph.D., MBA
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
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 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
Course Objectives for Digital Marketing: Introduce Digital Marketing Fundamentals: To acquaint students with the core principles of digital marketing and how it has revolutionized the traditional marketing landscape. Develop Analytical Skills: To teach students how to conduct both micro and macro-environment analyses in the context of digital marketing. Strategize and Plan: To guide students in developing a robust digital marketing strategy, incorporating elements like the SOSTAC planning framework. Media and Mix: To delve into how digital media fits into the traditional marketing mix of Product, Price, Place, and Promotion. Cultivate Customer Relationships: To teach methods of using digital platforms for relationship marketing, focusing on customer engagement and loyalty. Hands-On Experience: To provide practical experience in executing digital marketing campaigns, customer experience management, and performance evaluation. Multi-channel Understanding: To enable students to integrate digital marketing with other media forms and understand its role in omnichannel marketing. Technical Skills: To expose students to key digital marketing tools and platforms, such as video editing, content management systems, and data visualization. Exploration of AI Technologies: To introduce students to the emerging role of generative language models in digital marketing and communication strategies with the main focus on ChatGPT-4.
Learning outcomes
Learning Outcomes: By the end of this course, students will be able to: Understand Digital Marketing: Clearly articulate what digital marketing is, its significance, and its various components. Conduct Analysis: Carry out situational and competitor analyses specific to digital markets. Create Strategies: Formulate and implement digital marketing strategies, using frameworks like SOSTAC. Apply Marketing Mix: Employ digital media in each element of the traditional marketing mix: Product, Price, Place, and Promotion. Build Customer Relationships: Utilize digital platforms to improve customer engagement and foster long-term relationships. Implement Campaigns: Develop and implement a digital marketing campaign based on sound planning and strategic thinking. Evaluate Performance: Use analytics tools to evaluate the effectiveness of digital channels and marketing campaigns. Utilize Technical Tools: Demonstrate proficiency in key digital marketing technologies, such as content management systems, data visualization, and campaign planning tools. Engage with AI Tools: By the end of the course, students will be able to articulate the value and limitations of using generative language models in various facets of digital marketing, such as content creation, customer engagement, and data analysis.
Syllabus
  • Course contents: DIGITAL MARKETING FUNDAMENTALS 1. Introducing digital marketing (DM) • Introduction – How has digital marketing transformed marketing? • Definitions - digital marketing; omnichannel marketing; paid/owned/earned media • Introduction to digital marketing strategy • Introduction to digital marketing communication • Students' projects presentation, peer-to-peer evaluation, discussion 2. Online marketplace analysis: micro-environment • Introduction • Situation analysis for digital marketing • The digital marketing environment • Understanding how customers interact with digital markets • Consumer choice and digital influence • Customer characteristics • Marketing personas • Competitors • Suppliers • New channel structures • Digital business models for e-commerce • Digital revenue models • Students' projects presentation, peer-to-peer evaluation, discussion 3. The digital macro-environment • Introduction • The rate of environment change • Technological forces • Economic forces • Political forces • Legal forces • Social forces • Students' projects presentation, peer-to-peer evaluation, discussion DIGITAL MARKETING STRATEGY DEVELOPMENT 4. Digital marketing strategy • Introduction • Digital marketing strategy as a channel marketing strategy • The scope of digital marketing strategy • Importance of integrated DM and digital transformation • How to structure a digital marketing strategy (the SOSTAC planning framework) • Situation analysis • Competitor analysis • Setting goals and objectives for DM • Strategy formulation for DM • Strategy implementation for DM • Assessing digital projects • Students' projects presentation, peer-to-peer evaluation, discussion 5. Digital media and the marketing mix • Introduction • Product • Price • Place • Promotion • People, process and physical evidence • Students' projects presentation, peer-to-peer evaluation, discussion 6. Relationship marketing using digital platforms • Introduction • Using social media to improve customer loyalty and advocacy • The challenge of customer engagement • Customer lifecycle management strategy • Students' projects presentation, peer-to-peer evaluation, discussion DIGITAL MARKETING IMPLEMENTATION AND PRACTICE 7. Delivering the digital customer experience • Introduction • Planning website, app design and redesign projects • Initiation of a digital experience project • Defining site or app requirements • Designing the user experience (UX) • Managing and testing content • Online retail merchandising • Site promotion or 'traffic building' • The impact of service quality on e-loyalty • Students' projects presentation, peer-to-peer evaluation, discussion   8. Campaign planning for digital media • Introduction • The characteristics of digital media • A structured approach to planning an integrated campaign • Step 1: Goal setting and tracking for interactive marketing communication • Step 2: Campaign insight • Step 3: Segmentation and targeting • Step 4: Offer, message development and creative • Step 5: Budgeting and selecting the digital media mix • Step 6: Integration into overall media schedule or plan • Students' projects presentation, peer-to-peer evaluation, discussion 9. Marketing communication using digital media channels • Introduction • Search engine marketing • Online public relations and influencer relationship management • Online partnerships including affiliate marketing • Interactive display advertising • Opt-in email marketing and mobile messaging • Social media and viral marketing • Offline promotion techniques • Students' projects presentation, peer-to-peer evaluation, discussion 10. Evaluation and improvement of digital channel performance • Introduction • Digital analytics and data visualization • Performance management for digital channels (system, metrics, tools and techniques) • Content management process • Responsibilities for customer experience and site management • Students' projects presentation, peer-to-peer evaluation, discussion 11. Revision Units 1-5 • Digital marketing terms - revision • Digital marketing concepts - revision • Q & A session • Creative group discussion 12. Revision Units 6-10 • Digital marketing terms - revision • Digital marketing concepts - revision • Q & A session • Creative group discussion // • Digital marketing labs (optional programme for seminars): video editing (iMovie) and visual content editing (Canva); infographics - data visualization; podcasting (Spotify, Audacity); WordPress - content management system
Literature
    required literature
  • CHAFFEY, Dave and ELLIS-CHADWICK, Fiona, 2019. Digital marketing. Seventh edition. Harlow, England ; New York: Pearson. ISBN 978-1-292-24157-9.
    recommended literature
  • RYAN, Damian, 2017. Understanding digital marketing: marketing strategies for engaging the digital generation. Fourth edition. London: Kogan Page. ISBN 978-0-7494-7843-8.
  • KOTLER, Philip, KARTAJAYA, Hermawan and SETIAWAN, Iwan, 2021. Marketing 5.0: technology for humanity. Hoboken, New Jersey: Wiley. ISBN 978-1-119-66854-1.
  • HARVARD BUSINESS REVIEW PRESS, ed., 2023. HBR guide to AI basics for managers. Boston, Massachusetts: Harvard Business Review Press. HBR guides. ISBN 978-1-64782-443-3.
  • VERENA, Percival C., 2023. The Ultimate Guide to ChatGPT. ISBN 9798391354833.
Teaching methods
The methods of instruction during the controlled group consultations include experiential learning - interactive lectures - case studies - and text analyses with a focus on digital marketing and the digital economy. Seminars will be focused on hands-on experience in implementing digital marketing concepts into practice. The minimum mandatory attendance in the controlled group consultations is 75% attendance for full-time students and 50 % for part-time students to be allowed to sit for the final test and oral exam. Those students who fail to meet the mandatory scope of attendance will be required to fulfill additional study obligations to the extent that allows demonstrating academic achievements and acquired competencies necessary for the successful completion of the course.
Assessment methods
z/Zk (Credit & Exam; 5 credits) Credit will be based on student attendance (minimum 75% / 50%=part time students) and a project presentation in class. The final exam is based on a written test (5 closed a 5 open questions, minimum 75% correct answers for passing the test) followed by an interview if needed. Course Focus: One of the key objectives of this course on Digital Marketing is to equip students with a nuanced understanding of industry-specific terminology. Students are expected to not just understand these terms but also apply them appropriately in relevant contexts. By the end of the course, students should be able to demonstrate mastery in the correct usage of digital marketing terminology. Examination Format Revision: Written Test Closed Questions: There will be 5 closed questions primarily focusing on the application of digital marketing terminology in real-world scenarios. These may be multiple-choice or true/false questions. Open Questions: There will be 5 open questions that will require a more in-depth analysis. At least two of these questions will specifically target the student's ability to incorporate and explain key digital marketing terms in their answers. Criteria for Passing A minimum of 75% correct answers is required to pass the written test. Special attention will be 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. Questions will probe not just the student’s rote memorization of these terms but also their ability to apply them meaningfully.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
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.
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