VSFS:NA_MSN Marketing in Social Networks - Informace o předmětu

NA_MSN Marketing in Social Networks

Rozsah

0/2/0. 12 hodin KS/semestr. 3 kr. Ukončení: z.

Garance

PhDr. Ladislava Knihová, Ph.D., MBA
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová

Předpoklady

There are no prerequisites for this course. This course is open to all students without any prior conditions.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

This is an industry-driven course that gives opportunities for hands-on experience, preparing graduates for leadership positions in one of the fastest-growing job sectors in the world. The subject of the lectures is to introduce students to social media marketing and social networks. Lectures focus also on the integration of social media strategies into the overall business strategies of companies. By completing this course, students will understand the role of digital marketing tools and social media for business orientation. Namely, the focus of the course will be on these areas: Course Objectives for Marketing in Social Networks: Introduce Social Media Landscape: To provide students with an overview of social media marketing, distinguishing between social networks and social media platforms. Content and Copywriting: To cultivate skills in content marketing and copywriting, focusing on creating compelling narratives and messaging. Strategy and Community Building: To equip students with the knowledge and tools to formulate social media strategies aimed at business growth and community engagement. Multimedia Marketing: To delve into video marketing, YouTube marketing, and the increasing role of influencers and Public Relations 4.0 in social networks. Platform-Specific Marketing: To educate students on the unique marketing opportunities and challenges presented by Facebook, Instagram, and LinkedIn, along with the newly rebranded "X" (formerly Twitter). E-mail and Mobile App Marketing: To explore the significance of e-mail marketing and mobile app marketing, including App Store Optimization (ASO). SEO and Analytics: To introduce the basics of Search Engine Optimization and the use of analytics tools like Google Analytics, Google Ads, and Facebook Business Manager. AI in Marketing: To expose students to the role of artificial intelligence in multimedia content creation, spanning graphics, video, and podcasting. Legal and Ethical Concerns: To address GDPR regulations, deceptive/false advertising, and the legal aspects of digital marketing. Assessment and Terminology: To conduct a comprehensive evaluation of students' understanding of marketing concepts and terminology specific to social networks.

Výstupy z učení

Learning Outcomes: Understand Social Media Fundamentals: Students will be able to differentiate between social networks and social media and understand their implications for marketing. Develop Content: Students will acquire the skills to craft compelling content and copy for social media platforms. Formulate Strategy: Students will learn to create and implement a social media strategy focused on business growth and community engagement. Navigate Multimedia Channels: Students will understand the intricacies of video marketing, YouTube marketing, and the role of influencers in social networks. Specialize in Platforms: Students will gain specific expertise in Facebook, Instagram, LinkedIn, and X marketing. Employ E-mail and App Marketing: Students will grasp the role and effectiveness of e-mail marketing and App Store Optimization in a digital marketing strategy. Apply SEO and Analytics: Students will be able to use tools like Google Analytics, Google Ads, and Facebook Business Manager to evaluate and refine their social media marketing strategies. Leverage AI: Students will understand how AI technologies, especially generative language models, can be applied to multimedia content creation. Comprehend Legal Aspects: Students will be familiar with GDPR regulations and the legal dimensions of digital marketing. Assess and Revise: Students will be capable of reviewing marketing strategies, terminology, and concepts related to marketing in social networks.

Osnova

• Course Content:
• Syllabus 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, the role of influencers and PR 4.0 in social networks 5. Influencer and Affiliate Marketing  6. E-mail marketing 7. LinkedIn marketing and X marketing 8. Mobile app marketing and App Store Optimization (ASO) 9. SEO - Search engine optimization 10. Google Analytics, Google Ads, Google Ads, Facebook Business Manager, Google Trends 11. The role of AI in multimedia content creation, including graphics, video, and podcasting 12. GDPR and deceptive/false advertising, legal aspects of digital marketing + Creative group discussion, marketing concepts' revision and marketing in social networks' terminology comprehension, course evaluation

Literatura

povinná literatura
• CHAFFEY, Dave and ELLIS-CHADWICK, Fiona, 2019. Digital marketing. Seventh edition. Harlow, England ; New York: Pearson. ISBN 978-1-292-24157-9.
• SMITH, Mark, 2017. Social media marketing: facebook marketing, Youtube marketing, Instagram marketing. ISBN 978-1-976544-34-7.
• SARKAR, Christian and KOTLER, Philip, 2020. Brand Activism: from purpose to action. Erscheinungsort nicht ermittelbar: Idea Bite Press. ISBN 978-1-73424-411-3.
• 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.
• SOLOMON, Michael R, 2016. Consumer behavior: buying, having, and being. 12. edice. Pearson. ISBN 978-0-13-412993-8.

doporučená literatura
• MILLER, Robert, 2019. Social Media Marketing Mastery 2019. Independantly Published. ISBN 978-1-09-190740-9.
• 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.
• MILES, Jason, 2019. Instagram power: build your brand and reach more customers with visual influence. Second edition. New York: McGraw-Hill. ISBN 978-1-260-45330-0.
• KOTLER, Philip, KARTAJAYA, Hermawan and SETIAWAN, Iwan, 2021. Marketing 5.0: technology for humanity. Hoboken, New Jersey: Wiley. ISBN 978-1-119-66851-0.
• JACKSON, Dave, 2020. Profit from your podcast: proven strategies to turn listeners into a livelihood. New York: Allworth Press. ISBN 978-1-62153-772-4.
• GITNER, Seth, 2016. Multimedia storytelling for digital communicators in a multiplatform world. New York: Routledge. ISBN 978-1-138-85576-2.
• VERENA, Percival C., 2023. The Ultimate Guide to ChatGPT. ISBN 9798391354833.
• HARVARD BUSINESS REVIEW PRESS, ed., 2023. HBR guide to AI basics for managers. Boston, Massachusetts: Harvard Business Review Press. HBR guides. ISBN 978-1-64782-443-3.

Výukové metody

The method of instruction during the controlled group consultations include experiential learning - interactive lectures - case studies - text analyses with the focus on social media and social networks. Seminars will be focused on hands-on experience in implementing the social media marketing concepts into practice. Minimum mandatory attendance in the controlled group consultations is 75% attendance for full-time students and 50 % for the part-time students to be allowed to sit for the final test and oral exam. Those students who fail to meet the mandatory scope of attendance will be required to fulfil additional study obligations to the extent that allows demonstrating academic achievements and acquired competencies necessary for the successful completion of the course.

Metody hodnocení

Assessment - requirements
Active participation of students in seminars, timely completion of assignments according to the instructions of the course teacher.
Course assessment methods are based on a combination of formative and summative assessments. The following are the conditions for getting CREDITS:
a) minimum attendance requirements met;
b) submission of a video project;
c) oral exam consisting of the student's video project presentation and precise explanation of several professional social media marketing terms covering the course content.

Vyučovací jazyk

Angličtina

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