N_MSS Social Network Marketing

University of Finance and Administration
Winter 2020
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Ladislava Knihová, Ph.D., MBA (lecturer)
Ing. Michaela Bortlíková (seminar tutor)
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: Lenka Pokorná
Timetable of Seminar Groups
N_MSS/cEKPH: Wed 12:15–12:59 S13, Wed 13:00–13:45 S13, except Wed 11. 11., except Wed 18. 11., except Wed 25. 11., except Wed 2. 12., except Wed 9. 12., except Wed 16. 12. ; and Wed 11. 11. 12:15–13:45 E303PC, Wed 18. 11. 12:15–13:45 E222, Wed 25. 11. 12:15–13:45 E303PC, Wed 2. 12. 12:15–13:45 E222, Wed 9. 12. 12:15–13:45 E303PC, Wed 16. 12. 12:15–13:45 E222, M. Bortlíková
N_MSS/cMPH: each even Wednesday 14:00–14:44 S24, each even Wednesday 14:45–15:30 S24, each even Wednesday 15:45–16:29 S24, each even Wednesday 16:30–17:15 S24, except Wed 11. 11., except Wed 25. 11., except Wed 9. 12. ; and Wed 11. 11. 14:00–15:30 E303PC, 15:45–17:15 E303PC, Wed 25. 11. 14:00–15:30 E303PC, 15:45–17:15 E303PC, Wed 9. 12. 14:00–15:30 E303PC, 15:45–17:15 E303PC, M. Bortlíková
N_MSS/vEKPH: Fri 6. 11. 14:00–15:30 S23, 15:45–17:15 S23, Fri 4. 12. 14:00–15:30 S23, 15:45–17:15 S23, Fri 11. 12. 14:00–15:30 S23, 15:45–17:15 S23, L. Knihová
N_MSS/vMMO: Sat 3. 10. 11:30–13:00 M27, 14:00–15:30 M27, 15:45–17:15 M27, Sat 17. 10. 11:30–13:00 M27, 14:00–15:30 M27, 15:45–17:15 M27, P. Rosenlacher
N_MSS/vMPH: Fri 6. 11. 14:00–15:30 S26, 15:45–17:15 S26, Fri 4. 12. 14:00–15:30 E223, 15:45–17:15 E223, Fri 11. 12. 14:00–15:30 E223, 15:45–17:15 E223, M. Bortlíková
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
  • Syllabus II_Winter term 2020
  • 1. Introduction to social media marketing, social networks vs. social media
  • 2. Content marketing and copywriting; nativní reklama
  • 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 Tag Manager (GTM), 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
  • 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
Experiential learning - Interactive lectures - Case studies - Text analyses with focus on digital economy, social media and social networks. Seminars will be focused on hands-on experience.
Assessment methods
Minimum 75% attendance of seminars is required for full-time students to be allowed to take the written test.Part time students' minimum attendance is 50 %.
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: 12 hodin KS/semestr.
The course is also listed under the following terms Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (Winter 2020, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2020/N_MSS