N_MSS Social Network Marketing

University of Finance and Administration
Winter 2014
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
PhDr. Adolf Vodrážka (seminar tutor)
Guaranteed by
Ing. Pavel Rosenlacher, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
N_MSS/pMMO: Mon 15:45–16:29 M25, Mon 16:30–17:15 M25, P. Rosenlacher
N_MSS/pMPH: Wed 10:30–11:14 S01, Wed 11:15–12:00 S01, P. Rosenlacher
N_MSS/uMPH: Tue 18. 11. 17:30–19:00 S23, Tue 25. 11. 17:30–19:00 S23, Tue 9. 12. 15:45–17:15 S23, 17:30–19:00 S23, P. Rosenlacher
N_MSS/vMKL: Fri 7. 11. 15:30–17:00 K203, 17:15–18:45 K203, Fri 21. 11. 13:45–15:15 K203, 15:30–17:00 K203, P. Rosenlacher
N_MSS/vM2PH: Sat 18. 10. 9:45–11:15 S11, 11:30–13:00 S11, Fri 14. 11. 13:45–15:15 S11, Fri 28. 11. 13:45–15:15 S11, A. Vodrážka
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   the Internet.   In an environment where even though most true precepts of the classical world   and   to achieve the same goals, they are used quite different tools. 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.
Syllabus
  • 1. How to use online marketing 2. Goals of the organisation and the website 3. How should the web look like? 4. Web analytics 5. Search Engine Marketing 6. Search Engine Optimization 7. Paid advertising - PPC a CPT 8. Social Media Marketing 9. Social Media Marketing – Facebook 10. Social Media Marketing – other networks 11. Online marketing: inhouse vs. agency 12. Project management
Literature
    required literature
  • SEDLÁČEK, Jiří. E-komerce, internetový a mobil marketing od A do Z. 1. vyd. Praha: BEN - technická literatura, 2006, 351 s. ISBN 80-730-0195-0. str. 1-80
  • Náhradní obsah: BAER, Jay a Amber NASLUND. The now revolution: 7 shifts to make your business faster, smarter, and more social. 6th printing. Hoboken, N.J.: Wiley, 2011, xv, 202 p. ISBN 04-709-2327-X. str. 1-50
  • FOX, Vanessa. Marketing ve věku společnosti Google: využijte ve svém byznysu plný potenciál on-line vyhledávání. Vyd. 1. Brno: Computer Press, 2011, 245 s. ISBN 978-80-251-3357-6. str. 1-50; 70-100
    recommended literature
  • Beck, Alexander. Google AdWords. Praha Grada Publishing 2009. 232 stran. ISBN 976-80-247-2898-8
  • 4 KAUSHIK, Avinash. Web analytics: an hour a day. 6th printing. Indianapolis, Ind: Sybex, 2007. ISBN 04-701-3065-2.
  • 3 KRUG, Steve. Nenuťte uživatele přemýšlet!: praktický průvodce testováním a opravou chyb použitelnost [sic] webu. Vyd. 1. Brno: Computer Press, 2010, 165 s. ISBN 978-80-251-2923-4.
  • Bednář, Vojtěch. Marketing na sociálních sítích. Vyd. 1. 197 stran. Computer Press. ISBN 978- 80-251-3320-0.
  • Sterne, Jim. Měříme a optimalizujeme marketing na sociálních sítích. Computer Press. ISBN 978-80-251-3340-8.
  • Procházka, David. SEO: cesta k propagaci vlastního webu. Vyd. 1. Praha Grada Publishing 2012. 152 stran. ISBN 978-80-247-4222-9
  • TUTEN, Tracy L a Michael R SOLOMON. Social media marketing. Boston: Pearson, c2013, xvii, 244 p. ISBN 978-013-2551-793.
Teaching methods
- Theoretical training - Case studies from practice - Lectures - Industry news
Assessment methods
Exam - Developing a strategy for online and its defense - Can be in teams of two - Select a web company I work for, or who only know - Describe / assess the current state - Describe / predict the target group - Expand strategy for selected channels - Justify the choice of means of communication - Propose a methodology for evaluating the success of - Range of 3-5 pages
Language of instruction
Czech
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: 8 hodin KS/semestr.
The course is also listed under the following terms Winter 2012, Winter 2013, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2014, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2014/N_MSS