B_DgM Digital Marketing

University of Finance and Administration
Winter 2019
Extent and Intensity
2/1/0. 6 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: Lenka Pokorná
Timetable of Seminar Groups
B_DgM/cM1PH: each odd Monday 12:15–12:59 E228, each odd Monday 13:00–13:45 E228, P. Rosenlacher
B_DgM/cM2PH: each odd Monday 10:30–11:14 E228, each odd Monday 11:15–12:00 E228, P. Rosenlacher
B_DgM/pMPH: each even Monday 12:15–12:59 E306, each even Monday 13:00–13:45 E306, each even Monday 14:00–14:44 E306, each even Monday 14:45–15:30 E306, except Mon 30. 9. ; and Wed 20. 11. 8:45–10:15 E306, 10:30–12:00 E306, P. Rosenlacher
B_DgM/vMKV: Sat 26. 10. 14:00–15:30 KV205, 15:45–17:15 KV205, Fri 22. 11. 17:30–19:00 KV211, Fri 13. 12. 14:00–15:30 KV204, 15:45–17:15 KV204, P. Rosenlacher
B_DgM/vMMO: Sat 2. 11. 8:00–9:30 M27, 9:45–11:15 M27, Fri 15. 11. 15:45–17:15 M27, Fri 29. 11. 15:45–17:15 M27, 17:30–19:00 M27, P. Rosenlacher
B_DgM/vMPH: Fri 1. 11. 14:00–15:30 E227, 15:45–17:15 E227, 17:30–19:00 E227, Sat 16. 11. 14:00–15:30 E228, 15:45–17:15 E228, P. Rosenlacher
Prerequisites (in Czech)
B_Mar Marketing && B_RVZ_A Customer Relationship Mng. A && B_SMaK Structure of Marketing Communi
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the subject is to clarify the influence of the modern IT systems and communications technology as growing tools of relationship marketing in the online space. Students attending this class will be aware of the e-commerce principles and online marketing including typology of e-business, e-procurement and especially B2B and B2C marketing. Students will understand methodology of creating and using customer data, customer relationship processes and effective data mining based. Students will understand ATL (internet advertising) and BTL (mobile marketing, online sales promotion, business on social networks such as Facebook, LinkedIn, Twitter, Google+) communication activities.
Learning outcomes
On completion of this course, learners will be able to: 1. Understand the impact of technology on the traditional marketing mix. 2. Understand how they can use digital marketing to increase sales and grow their business. 3. Understand the basics of the digital marketing tool kit. 4. Become familiar with digital display advertising formats. 5. Get acquainted with the working environment of Google Ads. 6. Become familiar with web analytics reporting and the role of powerful comments. 7. Become familiar with the elements of the digital marketing plan. 8. Understand how to reach your online target market and develop basic digital marketing objectives.
Syllabus
  • 1st lecture - Introduction to digital marketing.
  • 2nd lecture - The marketing concept of CRM as part of relationship marketing and IT solutions in CRM.
  • 3rd lecture - Architecture of a business communication system and effective data mining.
  • 4th lecture - Customer segmentation and working with customer databases.
  • 5th lecture - Online advertising.
  • 6th lecture - SEO, SEM and Web analytics - Google Ads.
  • 7th lecture - Web 2.0 and webdesign, social media platforms.
  • 8th lecture - E-commerce and its typologies - online trading, online sales promotion.
  • 9th lecture - Social networks and social media marketing.
  • 10th lecture - Video marketing and its specifics, YouTube.
  • 11th lecture - Future trends in digital marketing.
  • 12th lecture - Case studies, summary and discussion.
Literature
    required literature
  • JANOUCH, Viktor. Internetový marketing: [přilákejte návštěvníky a maximalizujte zisk]. 2. vyd. V Brně: Computer Press, 2014. ISBN 978-80-251-4311-7.
  • Online marketing. V Brně: Computer Press, 2014. ISBN 978-80-251-4155-7.
  • MIKULÁŠKOVÁ, Petra a Mirek SEDLÁK. Jak vytvořit úspěšný a výdělečný internetový obchod. Brno: Computer Press, 2015. ISBN 9788025143834.
  • FREY, Petr. Marketingová komunikace: nové trendy 3.0. 3,. rozšíř. vyd. Praha: Management Press, 2011. ISBN 978-80-7261-237-6.
  • 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.
    recommended literature
  • DODSON, Ian, 2016. The art of digital marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Hoboken, New Jersey: Wiley, 385 s. ISBN 978-111-9265-702.
  • PROCHÁZKA, Tomáš a Josef ŘEZNÍČEK. Obsahový marketing. V Brně: Computer Press, 2014. ISBN 978-80-251-4152-6.
  • GASSTON, Peter. Moderní web. V Brně: Computer Press, 2015. ISBN 978-80-251-4345-2.
  • MILLER, Michael. Internetový marketing s YouTube: průvodce využitím on-line videa v byznysu. Brno: Computer Press, 2012. ISBN 978-80-251-3672-0.
  • LOŠŤÁKOVÁ, Hana. Diferencované řízení vztahů se zákazníky: strategie diferencovaného CRM. Praha: Grada, 2009. ISBN 978-80-247-3155-1.
  • JANOUCH, Viktor. 333 tipů a triků pro internetový marketing: [sbírka nejužitečnějších informací, postupů a technik] [CD-ROM]. Brno: Computer Press, 2011. ISBN 978-80-251-3402-3.
  • STERNE, Jim. Měříme a optimalizujeme marketing na sociálních sítích: jak využít sociální sítě k oslovení nových zákazníků, vytvoření lepších produktů a zvýšení prodejů. Vyd. 1. Brno: Computer Press, 2011, 280 s. ISBN 978-80-251-3340-8.
  • SHIH, Clara Chung-wai. Vydělávejte na Facebooku: jak využít sociální sítě k oslovení nových zákazníků, vytvoření lepších produktů a zvýšení prodejů. Vyd. 1. Brno: Computer Press, 2010, viii, 246 s. ISBN 978-80-251-2833-6.
  • 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.
  • TUTEN, Tracy L a Michael R SOLOMON. Social media marketing. Boston: Pearson, c2013, xvii, 244 p. ISBN 978-013-2551-793.
  • JAKUBÍKOVÁ, Dagmar. Strategický marketing. Praha: Grada, 2008. Expert (Grada). ISBN 9788024726908
  • KOTLER, Philip. Moderní marketing: 4. evropské vydání. Praha: Grada, 2007. ISBN 9788024715452
  • SÁLOVÁ, Anna. Copywriting: pište texty, které prodávají. Brno: Computer Press, 2015. ISBN 978-80-251-4589-0
  • CHAFFEY, Dave and ELLIS-CHADWICK, Fiona, 2019. Digital marketing. Seventh edition. Harlow, England ; New York: Pearson. ISBN 978-1-292-24157-9.
Teaching methods
Experiential learning - Interactive lectures - Case studies - Students' projects - Group work - Text analyses with focus on digital economy.
Assessment methods
Exam in form of written examination (no online testing). Minimum 80% attendance at seminars. Active participation in teamwork at seminars.
Language of instruction
Czech
Follow-Up Courses
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 2016, Winter 2017, Winter 2018, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2019, recent)
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