B_EM Electronic Marketing

University of Finance and Administration
Winter 2015
Extent and Intensity
2/1. 6 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
Ing. Petra Jílková, Ph.D. (seminar tutor)
PhDr. Marek Matějka (seminar tutor)
Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
Guaranteed by
PhDr. Marek Matějka
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_EM/cMMO: each odd Monday 14:00–14:44 M15, each odd Monday 14:45–15:30 M15, P. Rosenlacher
B_EM/cM1PH: each odd Thursday 10:30–11:14 E123, each odd Thursday 11:15–12:00 E123, M. Matějka
B_EM/cM2PH: each odd Wednesday 14:00–14:44 E306, each odd Wednesday 14:45–15:30 E306, M. Matějka
B_EM/cM3PH: each odd Wednesday 10:30–11:14 E126, each odd Wednesday 11:15–12:00 E126, M. Matějka
B_EM/pMMO: Mon 12:15–12:59 M15, Mon 13:00–13:45 M15, P. Rosenlacher
B_EM/pMPH: Mon 10:30–11:14 E007KC, Mon 11:15–12:00 E007KC, M. Matějka
B_EM/uMPH: Tue 13. 10. 17:30–19:00 E225, Tue 20. 10. 17:30–19:00 E225, 19:15–20:45 E225, Tue 27. 10. 14:00–15:30 E225, 15:45–17:15 E225, P. Jílková
B_EM/vMKL: Fri 6. 11. 15:30–17:00 K203, Fri 13. 11. 15:30–17:00 K203, 17:15–18:45 K203, Fri 27. 11. 15:30–17:00 K203, 17:15–18:45 K203, P. Rosenlacher
B_EM/vMMO: Fri 16. 10. 15:30–17:00 M15, 17:15–18:45 M15, Fri 30. 10. 15:30–17:00 M15, 17:15–18:45 M15, Fri 11. 12. 17:15–18:45 M15, P. Rosenlacher
B_EM/vMPH: Sat 14. 11. 9:45–11:15 E126, 11:30–13:00 E126, Sat 28. 11. 14:00–15:30 E123, 15:45–17:15 E123, Fri 11. 12. 17:15–18:45 E123, P. Jílková
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
Annotation is the same for both forms of study. The aim is to clarify the influence of modern information and communication technologies as a accelerating means of the development of customer relationship marketing. Students who successfully complete the course will know the principles of e-commerce and e-marketing, and the typology of e-business and e-procurement, the most common ways of electronic commerce B2B and B2C. They will understand the organization of data warehouse, working with customer databases and data mining in the company. They will also understand the penetration of the Internet into ATL(Internet advertising) and into BTL (SMS marketing, internet sales promotion, social networks - Facebook, etc.). And they will understand the specifics of mobile marketing.
Syllabus
  • The syllabus is designed for full-time study. The course instruction for combinated study is provided in the form of distance learning supports.Contents of lectures:
  • 1st lecture - Marketing concept CRM IT (Information Technology Customer Relationship Management) as part of modern relationship marketing.
  • 2nd lecture - Information Systems in the company and their marketing use.
  • 3rd lecture - Architecture of business communication system based on Internet.
  • 4th lecture - Efficient data mining as a system for obtaining information about the needs, requirements and expectations of customers.
  • 5th lecture - Basics of work with databases of customer segments.
  • 6th lecture - Development of internet applications used in marketing communications, including basic metrics.
  • 7th lecture - Forms of Internet advertising and their evolution.
  • 8th lecture - Web 2.0 and its marketing use.
  • 9th lecture - Internet and mobility. Social networks.
  • 10th lecture - Basic typology of e-business and e-procurement (matrix e-commerce B2B and B2C).
  • 11th lecture - Marketing principles of successful, efficient and competitive e-business. Internet as a platform for e-commerce.
  • 12th lecture - Electronic marketing in the mobile telephony.
Literature
    required literature
  • BECK, Alexander. Google AdWords. 1. vyd. Překlad Jan Rozkošný. Praha: Grada, 2009, 232 s. Průvodce (Grada). ISBN 978-80-247-2898-8.
  • SEDLÁČEK, Jiří. E-komerce, internetový a mobil marketing od A do Z. 1. vyd. Praha: BEN - technická literatura, 2006, 351 s. ISBN 80-730-0195-0.
  • JANOUCH, Viktor. Internetový marketing: prosaďte se na webu a sociálních sítích. Vyd. 1. Brno: Computer Press, 2010, 304 s. ISBN 978-80-251-2795-7.
  • VAŇÁK, Miloslav and František NAHODIL. Základy marketingu. 1st ed. Praha: VŠFS, 2007, 98 pp. Eupress. ISBN 978-80-86754-85-7. info
    recommended literature
  • Fox,V.:Marketing ve věku společnosti Google.Využijte ve svém byznysu plný potenciál on-line vyhledávání.Brno:Computer Press, 2011.ISBN:978-80-251-3357-6
  • 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.
  • BLAŽKOVÁ, Martina. Jak využít internet v marketingu: krok za krokem k vyšší konkurenceschopnosti. 1. vyd. Praha: Grada, 2005, 156 s. ISBN 80-247-1095-1.
  • 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.
  • 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.
  • KAŠÍK, Milan a Karel HAVLÍČEK. Marketing při utváření podnikové strategie: jak využít sociální sítě k oslovení nových zákazníků, vytvoření lepších produktů a zvýšení prodejů. 1. vyd. Praha: Vysoká škola finanční a správní, 2009, 256 s. ISBN 978-807-4080-
Teaching methods
Lectures for fully-time study (at least 75% attendance). Guided consultations for combined study (at least 50% attendance).
Assessment methods
zk (examination; 7 credits) on the basis of written test (10 open-ended questions, minimum 60%)
z (credit) on the basis of 2 group projects (for fully-time study)
z (cradit) on the basis of a essay (for combinated study)
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 Summer 2009, Summer 2010, Summer 2011, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2015/B_EM