BA_MT Marketing Techniques

University of Finance and Administration
Summer 2022
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Upon the successful completion of this course, students will be able to: 1. Understanding the marketing management in the 21st century digital environment 2. Understand the importance of eMarketing strategy and customer focus on sustainable growth of a company in the Digital Age; 3. Understand opportunities and threats emanating from the digital age 4. Understand the importance of digital technologies in establishing, evaluating and improving customer satisfaction. 5. Understand the challenges and opportunities of the Digital Age for traditional marketing in organizations and markets. 6. Grasp the role of internet in providing insight into customer relationships, behaviour and decision-making. 7. Understand ethical questions raised by these technologies, the concepts of social responsibility and sustainability. 8. Assess the criticality of the value proposition and the role of marketing in its communication and delivery. 9. Evaluate conventional, digital and alternative marketing strategies.
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. Marketing in Digital Age – Changing Scenario 2. Sharing Economy 3. Internet of Things 4. Digital Customer Journey 5. Digital Segmentation 6. Digital Marketing Communication 7. Content Marketing 8. Online Advertising 9. Social Media Marketing 10 Mobile marketing 11 Social CRM 12.Customer Experience
Literature
    required literature
  • DODSON, Ian. The art of digital marketing: the definitive guide to creating strategic, targeted and measurable online campaigns. In: . ISBN 978-11-192-6570-2.
  • PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
  • Gopalakrishna,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.
    recommended literature
  • Náhradní obsah: BUTTLE, Francis. Customer relationship management: concepts and technologies. 2nd ed. Amsterdam: Butterworth-Heinemann, 2009. ISBN 978-185-6175-227.
  • 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.
  • Simmons,G.-Brychan,T.: E-commerce adoption and Small Business in the Global Marketplace:Tools for Optimization.IGI Global 2010.
  • SOLIS, Brian. What's the future of business?: changing the way businesses create experiences. Hoboken, N.J.: Wiley, c2013, 218 p. ISBN 11-184-5653-X.
Assessment methods
The written offline test will be based on 5 open questions covering the course topics.
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: 6 hodin KS/semestr.
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Summer 2018, Winter 2018, Summer 2019, Summer 2020, Summer 2021.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2022/BA_MT