N_MSS Social Network Marketing

University of Finance and Administration
Winter 2017
Extent and Intensity
2/1. 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/cMMO: each odd Monday 14:00–14:44 M26, each odd Monday 14:45–15:30 M26, except Mon 4. 12. ; and Mon 18. 12. 8:45–10:15 M25, P. Rosenlacher
N_MSS/cM1PH: each even Thursday 12:15–12:59 S35, each even Thursday 13:00–13:45 S35, P. Rosenlacher
N_MSS/cM2PH: each odd Thursday 12:15–12:59 S35, each odd Thursday 13:00–13:45 S35, P. Rosenlacher
N_MSS/pMMO: Wed 12:15–12:59 M25, Wed 13:00–13:45 M25, except Wed 11. 10., except Wed 1. 11. ; and Wed 11. 10. 10:30–12:00 M15, Mon 20. 11. 8:45–10:15 M17, P. Rosenlacher
N_MSS/pMPH: Thu 10:30–11:14 S32, Thu 11:15–12:00 S32, P. Rosenlacher
N_MSS/vMPH: Fri 13. 10. 14:00–15:30 S23, 17:30–19:00 S23, Fri 10. 11. 14:00–15:30 S23, Sat 2. 12. 9:45–11:15 S23, 11:30–13:00 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 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
Students apply the learned knowledge and skills in practice
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
  • 8. Website analytics
  • 9. Social media and promotion of content
  • 10. Facebook, promotion on social media
  • 11. Other forms of promotion
  • 12. Project management
Literature
    required literature
  • TREADAWAY, Chris a Mari SMITH. Marketing na Facebooku: Výukový kurz. Brno: Computer Press, 2016. ISBN 978-80-251-3956-1.
  • JANOUCH, Viktor. Internetový marketing: [přilákejte návštěvníky a maximalizujte zisk]. 2. vyd. V Brně: Computer Press, 2014. ISBN 978-80-251-4311-7.
  • PROCHÁZKA, Tomáš a Josef ŘEZNÍČEK. Obsahový marketing. V Brně: Computer Press, 2014. ISBN 978-80-251-4152-6.
  • SÁLOVÁ, Anna. Copywriting: pište texty, které prodávají. Brno: Computer Press, 2015. ISBN 978-80-251-4589-0.
    recommended literature
  • KIM, Carolyn May. Social Media Campaigns: Strategies for Public Relations and Marketing. New York: Routledge, 2016. ISBN 978-11-3894-860-0.
  • BEDNÁŘ, Vojtěch. Marketing na sociálních sítích: prosaďte se na Facebooku a Twitteru. Brno: Computer Press, 2011. ISBN 978-80-251-3320-0.
  • FUNK, Tom. Advanced social media marketing how to lead, launch, and manage a successful social media program. New York: Apress, 2013. ISBN 978-14-302-4408-0.
  • TUTEN, Tracy L a Michael R SOLOMON. Social media marketing. Boston: Pearson, c2013, xvii, 244 p. ISBN 978-013-2551-793.
  • NEWMAN, Timothy, Jason PECK a Brandon WILHIDE. Social Media in Sport Marketing. New York: Routledge, 2017. ISBN 978-11-3807-816-1.
  • STERNE, Jim. Měříme a optimalizujeme marketing na sociálních sítích. Brno: Computer Press, 2011. ISBN 978-80-251-3340-8.
  • KAŠÍK, Milan a Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3., akt. vyd. Praha: Vysoká škola finanční a správní, 2015. ISBN 978-80-7408-100-2
  • PROCHÁZKA, David. SEO: cesta k propagaci vlastního webu. Vyd. 1. Praha Grada Publishing 2012. 152 stran. ISBN 978-80-247-4222-9
  • KAUSHIK, Avinash. Webová analytika 2.0: kompletní průvodce analýzami návštěvnosti [CD-ROM]. Brno: Computer Press, 2011. ISBN 978-80-251-2964-7.
  • GOLEMAN, Daniel. Pozornost: Skrytá cesta k dokonalosti. Brno: Jan Melvil Publishing, 2014. ISBN 978-80-872-7093-6.
  • SPITZER, Manfred. Digitální demence: jak připravujeme sami sebe a naše děti o rozum. Brno: Host, 2014. ISBN 978-80-7294-872-7.
  • Online marketing. V Brně: Computer Press, 2014. ISBN 978-80-251-4155-7
Teaching methods
- Theoretical training - Case studies from practice - Lectures - Industry news
Assessment methods
Exam in form of written examination. Minimally 80% attendance at seminars. Teamwork at seminars.
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: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (Winter 2017, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2017/N_MSS