N_MSM Social Media Marketing

University of Finance and Administration
Winter 2024
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
Guaranteed by
Ing. Pavel Rosenlacher, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
N_MSM/cEKKV: each odd Tuesday 14:00–14:44 KV308, each odd Tuesday 14:45–15:30 KV308, each odd Tuesday 15:45–16:29 KV308, each odd Tuesday 16:30–17:15 KV308, P. Rosenlacher
N_MSM/cNPH: each even Monday 14:00–14:44 E307, each even Monday 14:45–15:30 E307, each even Monday 15:45–16:29 E307, each even Monday 16:30–17:15 E307, P. Rosenlacher
N_MSM/vEKPH: Fri 4. 10. 14:00–15:30 S14, 15:45–17:15 S14, Fri 1. 11. 14:00–15:30 S13, 15:45–17:15 S13, Fri 29. 11. 14:00–15:30 S11, 15:45–17:15 S11, P. Rosenlacher
Prerequisites
There are no prerequisites for this course
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The object of the course is to introduce students to the problems of marketing in the Internet environment and social media. Lectures are focused not only on specifics of social media marketing, but also on position of social media marketing in the corporate marketing. At the end of this course the student will be able to understand and explain the orientation of online marketing tools and information about their use.
Learning outcomes
On completion of this course, learners will be able to: 1. Discuss the evolution of social media marketing and identify related ethical issues to communicate its impact on businesses. 2. Describe S.M.A.R.T. social media goals to achieve successful online campaigns. 3. Engage with the particular brand social media community by monitoring and active listening to social media posts with the aim to build positive reputation within the community. 4. Explain how to develop effective social media marketing strategies for various types of industries and businesses. 5. Describe the major social media marketing portals that can be used to promote a company, brand, product, service or person. 6. Get acquainted with the user environment of the Business manager application on Facebook, its advertising tools and formats. 7. Put together a social media marketing plan and track progress in achieving goals with the use of various tools and metrics.
Syllabus
  • Syllabus
  • 1. Introduction to the course and internet marketing
  • 2. Effect of social media marketing and creation of campaign
  • 3. Impact of social media and internet on users
  • 4. Social media marketing from a perspective of content marketing
  • 5. Social media as a part of PR
  • 6. Copywriting in marketing
  • 7. Online advertising, SEO and website analytics
  • 8. Influencer marketing
  • 9. Social media and promotion of content
  • 10. Facebook, promotion on social media
  • 11. Other forms of promotion
  • 12. Project management
Literature
    required literature
  • SEMERÁDOVÁ, Tereza a Petr WEINLICH. Marketing na Facebooku a Instagramu: využijte naplno organický dosah i sponzorované příspěvky. Brno: Computer Press, 2019. 12 s. ISBN 978-80251-4959-1
  • SÁLOVÁ, Anna, Zuzana VESELÁ a Michaela RAKOVÁ. Copywriting: pište texty, které prodávají. 2. aktualizované a rozšířené vydání. V Brně: Computer Press, 2020. ISBN 9788025150177.
  • KNIHOVÁ, Ladislava. AI marketing playbook: jak ChatGPT a umělá inteligence mění svět marketingu. Praha: Grada, 2024. ISBN 978-80-271-5226-1.
  • JANOUCH, Viktor. Internetový marketing. 3. vydání. Praha: Computer Press, 2020. 344 s. ISBN 978-80-251-5016-0
  • Kolektiv autorů. Online Marketing Super Affiliate Academy: Tvorba zarábajúceho webu. Affiliate sieť Dognet, 2019. ISBN 978-80-899-6902-9.
    recommended literature
  • CHAFFEY, Dave a Fiona ELLIS-CHADWICK. Digital marketing. Seventh edition. Harlow, England: Pearson, 2019. ISBN 978-1-292-24157-9.
  • GOLEMAN, Daniel. Pozornost: Skrytá cesta k dokonalosti. Brno: Jan Melvil Publishing, 2014. ISBN 978-80-872-7093-6.
  • CYD, Leela. Jak fotit nejen na Instagram. Přeložil Leona MAŘÍKOVÁ. Praha: Euromedia, 2018. Esence. ISBN 978-80-7549-592-1.
  • BLINKA, Lukáš. Online závislosti: jednání jako droga? : online hry, sex a sociální sítě : diagnostika závislosti na internetu : prevence a léčba. Praha: Grada, 2015. Psyché. ISBN 978-80-210-7975-5.
  • SPITZER, Manfred. Kybernemoc!: jak nám digitalizovaný život ničí zdraví. Přeložil Iva KRATOCHVÍLOVÁ. Brno: Host-vydavatelství, 2016. ISBN 978-80-7491-792-9.
  • VYHNÁNKOVÁ, Eliška and Michelle LOSEKOOT. Jak na sítě (Ovládněte čtyři principy úspěchu na sociálních sítích). Praha: Jan Melvil Publishing, 2019. 328 s. ISBN 978-80-7555-084-2.
  • KING, Christopher. Social Media Marketing 2020: THIS BOOK INCLUDE: Facebook Marketing, Instagram Advertising & Youtube Mastery Secrets. A beginner guide for personal. 2020. 450 s. ISBN 9798609963932.
  • PROCHÁZKA, Tomáš a Josef ŘEZNÍČEK. Obsahový marketing. V Brně: Computer Press, 2014. ISBN 978-80-251-4152-6.
  • NEWMAN, Timothy, Jason PECK a Brandon WILHIDE. Social Media in Sport Marketing. New York: Routledge, 2017. ISBN 978-11-3807-816-1.
  • YESILOGLU, Sevil a Joyce COSTELLO. Influencer Marketing: Building Brand Communities and Engagement. Abingdon: Newgen Publishing, 2021. ISBN 978-0-367-33866-4.
Teaching methods
Interactive lectures - Case studies - Text analyses with focus on digital economy, social media and social networks. Seminars will be focused on hands-on experience.
Assessment methods
Minimum 75% attendance of seminars is required for full-time students to be allowed to take the written test.Part time students' minimum attendance is 50 %.
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
  • Enrolment Statistics (recent)
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