VSFS:N_MSS Social Network Marketing - Course Information

N_MSS Social Network Marketing

Extent and Intensity

2/1/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)

Guaranteed by

PhDr. Ladislava Knihová, Ph.D., MBA
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 even Wednesday 14:00–14:44 M17, each even Wednesday 14:45–15:30 M17, P. Rosenlacher
N_MSS/cM1PH: each even Thursday 10:30–11:14 S23, each even Thursday 11:15–12:00 S23, P. Rosenlacher
N_MSS/cM2PH: each even Thursday 12:15–12:59 S35, each even Thursday 13:00–13:45 S35, P. Rosenlacher
N_MSS/pMMO: Wed 15:45–16:29 M17, Wed 16:30–17:15 M17, except Wed 24. 10. ; and Mon 29. 10. 15:45–17:15 M17, P. Rosenlacher
N_MSS/pMPH: Thu 8:45–9:29 S01, Thu 9:30–10:15 S01, except Thu 25. 10. ; and Thu 15. 11. 8:00–8:44 S01, Thu 22. 11. 8:00–8:44 S01, P. Rosenlacher
N_MSS/vM2PH: Fri 12. 10. 15:45–17:15 S26, 17:30–19:00 S26, Fri 9. 11. 14:00–15:30 S26, Fri 23. 11. 14:00–15:30 S26, 15:45–17:15 S26, P. Rosenlacher
N_MSS/vM3PH: Fri 9. 11. 15:45–17:15 S13, 17:30–19:00 S13, Fri 23. 11. 17:30–19:00 S13, Fri 7. 12. 14:00–15:30 S24, 15:45–17:15 S24, 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

• 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.

• Enrolment Statistics (Winter 2018, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/winter2018/N_MSS