NA_MSN Marketing in Social Networks

University of Finance and Administration
Winter 2019
Extent and Intensity
0/2/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Teacher(s)
Ing. Michaela Bortlíková (seminar tutor)
PhDr. Ladislava Knihová, Ph.D., MBA (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: Lenka Pokorná
Timetable of Seminar Groups
NA_MSN/cECPH: each even Thursday 8:45–9:29 S26, each even Thursday 9:30–10:15 S26, each even Thursday 10:30–11:14 S26, each even Thursday 11:15–12:00 S26, M. Bortlíková
NA_MSN/cMCPH: Tue 15:45–16:29 S23, Tue 16:30–17:15 S23, except Tue 26. 11., except, except ; and Wed 13. 11. 15:45–17:15 S11, L. Knihová
Prerequisites
There are no prerequisites for this course. This course is open to all students without any prior conditions.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The subject of the lectures is to introduce students to marketing on the Internet and social networks. Lectures focus not only on specifics of social network marketing but also on the position of the social network marketing from the overall company's marketing strategy point of view. By completing this course, the student will understand and explain in general online marketing tools and provides information about their use.
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner.
Syllabus
  • Course Content: 1. Introduction to subject and internet marketing 2. Influence of social media marketing and campaign creation 3. Influence of social networks and Internet on users 4. Social network marketing from the content marketing point of view 5. Social networks as the part of the Public Relations strategy 6. Marketing Copywriting 7. Online Advertising 8. Website analytics 9. Social Networks and Content promotion 10. Facebook, promotion on Social Networks 11. Other types of promotion 12. Case Studies
  • Syllabus II_Winter term 2019 1. Introduction to social media marketing, social networks vs. social media 2. Content marketing and copywriting 3. Social media strategy for the business growth and building of communities 4. Video marketing and YouTube marketing, role of influencers and PR 4.0 in social networks 5. Facebook marketing and Instagram marketing 6. E-mail marketing 7. LinkedIn marketing and Twitter marketing 8. Mobile app marketing and App Store optimization (ASO) 9. SEO - Search engine optimization 10. Google Analytics, Google Ads, Google Ad Grants, Sklik, Facebook Business Manager 11. Multimedia content creation, graphics in social media posts, remarketing/retargeting 12. GDPR and deceptive/false advertising + Creative group discussion, marketing concepts' revision and marketing in social networks' terminology comprehension, course evaluation
Literature
    required literature
  • SYLABUS II: DODSON, Ian, 2016. The art of digital marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. 1. Hoboken: Wiley. ISBN 978-1-119-26710-2. HF5415.1265
  • Sylabus II: CHAFFEY, Dave and ELLIS-CHADWICK, Fiona, 2019. Digital marketing. Seventh edition. Harlow, England ; New York: Pearson. ISBN 978-1-292-24157-9. HF5415.1265 .I57 2019
  • Sylabus II: SMITH, Mark, 2017. Social media marketing: facebook marketing, Youtube marketing, Instagram marketing. ISBN 978-1-976544-34-7.
  • Syllabus II: PULIZZI, Joe, 2014. Epic content marketing: how to tell a different story, break through the clutter, and win more customers by marketing less. New York: McGraw-Hill Education. ISBN 978-0-07-181989-3.
  • Gopalakrishna,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.
  • TUTEN, Tracy L. a Michael R. SOLOMON. Social media marketing. In: . ISBN 978-0-13-2551-79-3
  • LINDSTRÖM, Martin, Hermawan KARTAJAYA a Iwan SETIAWAN. Brandwashed: tricks companies use to manipulate our minds and persuade us to buy. 1st ed. New York: Crown Business, c2011, xi, 291 p. ISBN 03-855-3173-7
  • PAVLŮ, Dušan. Marketing and Marketing Communication in SMEs. European Research Studies Journal. Greece: University of Piraeus, 2013, Vol. XVI, No 4, p. 113-126. ISSN 1108-2976. info
  • HAVLÍČEK, Karel. Marketing management and marketing controlling of SME´s. European Research Studies Journal. Greece: University of Piraeus, 2011, Vol. XIV, Issue 4, p. 39-54, 15 pp. ISSN 1108-2976. info
    recommended literature
  • Sylabus II: MILLER, Robert, 2019. Social Media Marketing Mastery 2019. Independantly Published. ISBN 978-1-09-190740-9.
  • Sylabus II: SOLOMON, Michael R, 2016. Consumer behavior: buying, having, and being. 12. edice. Pearson. ISBN 978-0-13-412993-8.
  • TAPP, Alan, Ian WHITTEN a Matthew HOUSDEN. Principles of direct, database and digital marketing. In: . ISBN 978-0-2-7375-650-7
  • Eagle, L 2015, Marketing Communications, Abingdon, Oxon: Routledge, eBook Collection (EBSCOhost)
  • BULLARD, Brittany. Style and statistics: the art of retail analytics. In: . ISBN 978-1-119-27124-6.
  • ELIÁŠ, Karel. Marketing Communication Studies at the University of Finance and Administration (VŠFS) continues successfully also in English. AmCham Czech Republic Marketplace. Praha: AmCham Czech Republic, 2012, 25. 10. 2012. URL info
  • TOMČÍK, Michal. Marketing and Public Space. In Marketing Communications / Modern Educational Methods in Teaching Marketing Communications in Tertiary Education. Praha: Vysoká škola finanční a správní, o.p.s., 2011, 13 pp. ISBN 978-80-7408-055-5. info
  • BACHMAN, P. and Karel LACINA. Introduction to Management and Marketing. 1st ed. Hradec Králové: Gaudeamus, 2007, 169 pp. ISBN 978-80-7041-849-9. info
  • KOTLER, P. and G. ARMSTRONG. Marketing. 1. vydání. Praha: Grada Publishing, 2004. info
Teaching methods
Theoretical analysis - industry and market case studies - lectures - news and trends from the industry
Assessment methods
During semester is required to deliver homework aimed at market analysis, preparing social media content and definition of the social media strategy for selected businesses; _____ EXAM: prerequisites: at least 75%-participation in the lectures to pass the written test - 10 questions (5 closed a), b), c), d)) 5 open questions - passed if at least 7 correctly and then oral exam based on the test.
Language of instruction
English
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: 12 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)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2019/NA_MSN