NA_SMM Social Media Marketing

Vysoká škola finanční a správní
zima 2026
Rozsah
0/2/0. 3 kr. Doporučované ukončení: z. Jiná možná ukončení: zk.
Vyučující
Mirela Moldoveanu, M.Sc., Ph.D. (cvičící)
Garance
Mirela Moldoveanu, M.Sc., Ph.D.
Katedra společenských věd (FES, KSV) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Mgr. Petra Dovhunová
Rozvrh seminárních/paralelních skupin
NA_SMM/cECNCPH: každý lichý čtvrtek 10:30–11:14 S14, každý lichý čtvrtek 11:15–12:00 S14, každý lichý čtvrtek 12:15–12:59 S14, každý lichý čtvrtek 13:00–13:45 S14, M. Moldoveanu
Předpoklady
There are no prerequisites for this course.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The main objective of this course course is to introduce students to the problems of marketing in on digital platforms, using various channels and platforms. The seminars focus on the particularities of social media marketing, and the use of social media channels for corporate marketing.
Výstupy z učení
At the end of this course the student who had an active participation in the course will be able to: - understand and explain the orientation of online marketing tools. - discuss the evolution of social media marketing and identify related ethical issues to communicate its impact on businesses - describe S.M.A.R.T. social media goals to achieve successful online campaigns. - investigate social media communities of specific brands by monitoring and active listening to social media posts with the aim to build positive reputation within the community.
Osnova
The course is structured as twelve themes that are covered across the seminar activities: 1. Introduction to the course and internet marketing. 2. The effect of social media marketing on image formation for a given organisation/brand. 3. The impact of social media and internet on users. 4. Social media marketing as content creation. 5. Social media as PR. 6. Copywriting in marketing. 7. Online advertising, SEO and website analytics. 8. Influencer marketing. 9. Social media and promotion of content. 10. Facebook, promotion on social media. 11. Other forms of promotion. 12. Online campaigns as projects.
Literature:


Aggarwal, C. C. (2011). Social network data analytics. Springer Science & Business Media.


Bail, C. A. (2014). The cultural environment: Measuring culture with big data. Theory and Society, 43(3-4), 465-482. https://doi.org/10.1007/s11186-014-9216-5


Chaffey, D. & Ellis-Chadwick, F. (2019). Digital marketing (7th Ed.). Harlow, England: Pearson. ISBN 978-1-292-24157-9.


Charania, S. (2016). Social Media's Potential in Intelligence Collection. American Intelligence Journal, 33(2), 94-100. https://www.jstor.org/stable/10.2307/26497093


Dunay, P., & Krueger, R. (2010). Facebook marketing for dummies®. John Wiley & Sons. https://epdf.tips/facebook-marketing-for-dummies9513.html


Kaushik, A. (2007). Web analytics: An hour a day. Sybex. https://epdf.tips/web-analytics.html


Magrani, E. (2020). Hacking the Electorate: Thoughts on Misinformation and Personal Data Protection. Konrad Adenauer Stiftung. https://www.jstor.org/stable/resrep25290


Proton AG. (2022, May 26). What is GDPR, the EU’s new data protection law? GDPR.eu. https://gdpr.eu/what-is-gdpr/


Schober, M. F., Pasek, J., Guggenheim, L., Lampe, C., & Conrad, F. G. (2016). Social media analyses for social measurement. Public Opinion Quarterly, 80(1), 180-211. https://doi.org/10.1093/poq/nfv048


Sostre, P., & LeClaire, J. (2007). Web analytics for dummies. John Wiley & Sons. https://epdf.tips/web-analytics-for-dummies2493.html


Thomases, H. (2010). Twitter marketing: An hour a day. John Wiley & Sons. https://epdf.tips/twitter-marketing-an-hour-a-day.html


Zhang, J. H., Zhang, Y. X., Zou, Q., & Huang, S. (2018). What Learning Analytics Tells Us: Group Behavior Analysis and Individual Learning Diagnosis based on Long-Term and Large-Scale Data. Journal of Educational Technology & Society, 21(2), 245-258. https://www.jstor.org/stable/10.2307/26388404 

Literatura
    povinná literatura
  • Aggarwal, C. C. (2011). Social network data analytics. Springer Science & Business Media.
  • Bail, C. A. (2014). The cultural environment: Measuring culture with big data. Theory and Society, 43(3-4), 465-482. https://doi.org/10.1007/s11186-014-9216-5
  • Chaffey, D. & Ellis-Chadwick, F. (2019). Digital marketing (7th Ed.). Harlow, England: Pearson. ISBN 978-1-292-24157-9.
  • Charania, S. (2016). Social Media's Potential in Intelligence Collection. American Intelligence Journal, 33(2), 94-100. https://www.jstor.org/stable/10.2307/26497093
  • Dunay, P., & Krueger, R. (2010). Facebook marketing for dummies®. John Wiley & Sons. https://epdf.tips/facebook-marketing-for-dummies9513.html
    doporučená literatura
  • Kaushik, A. (2007). Web analytics: An hour a day. Sybex. https://epdf.tips/web-analytics.html
  • Magrani, E. (2020). Hacking the Electorate: Thoughts on Misinformation and Personal Data Protection. Konrad Adenauer Stiftung. https://www.jstor.org/stable/resrep25290
  • Proton AG. (2022, May 26). What is GDPR, the EU’s new data protection law? GDPR.eu. https://gdpr.eu/what-is-gdpr/
  • Schober, M. F., Pasek, J., Guggenheim, L., Lampe, C., & Conrad, F. G. (2016). Social media analyses for social measurement. Public Opinion Quarterly, 80(1), 180-211. https://doi.org/10.1093/poq/nfv048
  • Sostre, P., & LeClaire, J. (2007). Web analytics for dummies. John Wiley & Sons. https://epdf.tips/web-analytics-for-dummies2493.html
  • Thomases, H. (2010). Twitter marketing: An hour a day. John Wiley & Sons. https://epdf.tips/twitter-marketing-an-hour-a-day.html
  • Zhang, J. H., Zhang, Y. X., Zou, Q., & Huang, S. (2018). What Learning Analytics Tells Us: Group Behavior Analysis and Individual Learning. Journal of Educational Technology & Society, 21(2), 245-258. https://www.jstor.org/stable/10.2307/26388404
Výukové metody
Case studies analysis, projects, field trips (if possible).
Metody hodnocení
Active participation in seminar activities, on time completion and submission of seminar assignments.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2024, zima 2025.
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