VSFS:N_MSS Social Network Marketing - Course Information
N_MSS Social Network Marketing
University of Finance and AdministrationWinter 2015
- Extent and Intensity
- 2/0. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Ing. Pavel Rosenlacher, Ph.D. (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/pMPH: Wed 12:15–12:59 S01, Wed 13:00–13:45 S01, except Wed 21. 10. ; and Wed 14. 10. 10:30–12:00 S32, P. Rosenlacher
N_MSS/uMPH: Tue 10. 11. 15:45–17:15 S32, 17:30–19:00 S32, Tue 24. 11. 15:45–17:15 S32, 17:30–19:00 S32, P. Rosenlacher
N_MSS/vMMO: Fri 16. 10. 12:00–13:30 M15, Sat 17. 10. 14:00–15:30 M15, Sat 28. 11. 8:00–9:30 M17, 9:45–11:15 M17, P. Rosenlacher
N_MSS/vMPH: Fri 4. 12. 13:45–15:15 S23, 15:30–17:00 S23, Fri 18. 12. 12:00–13:30 S23, 13:45–15:15 S23, 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 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.
- ROUBAL, Ondřej, Iva PETROVÁ and František ZICH. Metodologie marketingových výzkumů. Praha: VŠFS - Eupress, 2014, 152 pp. ISBN 978-80-7418-092-7. info
- 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.
- Enrolment Statistics (Winter 2015, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/winter2015/N_MSS