N_NDA Netnography and Digital Anthropology

University of Finance and Administration
Summer 2026
Extent and Intensity
1/2/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
doc. Giuseppe Maiello, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The use of the netnographic methods represents one of the most modern forms in marketing and consumer research. Netnography and digital anthropology intersect with other traditional social science disciplines, such as sociology, anthropology, ethnography, economic geography, etc. The aim of the course is to acquaint students with the development of digital anthropology and use netnographic methodology to introduce them to this discipline. Students who successfully complete the course will be able to conduct professional qualitative research based on online data and will understand the methodology of creating a netnographic analysis for companies or research institutions.
Learning outcomes
After completing the course, the student will be able to: - carry out a Netnographic research; - understand how to collect Social Media Data; - How to Discover and Make Meaning from Netnographic data; - Present and Publish his Netnographic analysis.
Syllabus
1. Introduction to Netnography and Digital Anthropology 2. Digital Anthropology and traditional (off-line) Anthropology 3. Creating and using data in netnographic practice 4. Procedures and Flowcharts, Updates and Rules 5. Five Steps to Social Media Data Collection 6. Turning Connection and Communication into Research Data 7. Jounaling and Organizing Data 8. Combining Telescopic and Microscopic Understandings 9. Elemental Data Transformation 10. The meaning of Netnographic and Digital Data 11. Presenting and Publishing Netnographic Data 12. Case studies, discussion
Teaching methods
Frontal lessons - exercises
Assessment methods
Fulfillment of the instructor's requirement - Examination in the form of an oral colloquium.
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2026/N_NDA