N_MSM Social Media Marketing

University of Finance and Administration
Winter 2025
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
Ing. Pavel Rosenlacher, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
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
Upon successful completion of the course Marketing on Social Media, students will be able to:
- Characterize major social networks for corporate marketing communication
- Apply selected methodological approaches of copywriting, content marketing, and influencer marketing for corporate marketing communication
- Explain how artificial intelligence can currently be used in implementing marketing on social media
- Discuss the negative effects of social media and the internet on users, including the issue of misinformation
- List other supportive forms of promotion on social media
- Use digital marketing methods within the marketing communication of companies
Syllabus
  • Syllabus
  • 1. Introduction to the subject and digital marketing
  • 2. The impact of marketing on social media
  • 3. The influence of social media and the internet on users and the issue of fake news
  • 4. Marketing on social media from the perspective of content marketing
  • 5. Social media as a part of Public Relations implementation
  • 6. The use of copywriting and AI in marketing on social networks
  • 7. Online advertising, SEO, and web analytics
  • 8. Influencer marketing
  • 9. Social media and content promotion opportunities
  • 10. Content promotion on selected social media platforms
  • 11. Viral marketing and other forms of promotion on social media
  • 12. Case studies
Literature
    required literature
  • KNIHOVÁ, Ladislava. AI marketing playbook: jak ChatGPT a umělá inteligence mění svět marketingu. Praha: Grada, 2024. ISBN 978-80-271-5226-1.
  • BUREŠOVÁ, Jitka. Online marketing: od webových stránek k sociálním sítím. Expert. Praha: Grada Publishing, 2022. ISBN 978-80-271-1680-5.
  • SÁLOVÁ, Anna, Zuzana VESELÁ a Michaela RAKOVÁ. Copywriting: pište texty, které prodávají. 2. aktualizované a rozšířené vydání. V Brně: Computer Press, 2020. ISBN 9788025150177.
  • GIL, Carlos. Konec marketingu: ovládněte trh prostřednictvím svých zákazníků na sociálních sítích. Přeložil Ivana SÝKOROVÁ. Praha: Grada, 2021. ISBN 978-80-271-1296-8.
  • KOLOMAZNÍK, Tomáš; SARVAŠ, Štěpán a ROD, Zdeněk. Proč věříme dezinformacím. Zlín: Kniha Zlín, 2024. ISBN 078-80-204-6289-3.
    recommended literature
  • SEMERÁDOVÁ, Tereza a Petr WEINLICH. Marketing na Facebooku a Instagramu: využijte naplno organický dosah i sponzorované příspěvky. Brno: Computer Press, 2019. 12 s. ISBN 978-80251-4959-1
  • JANOUCH, Viktor. Internetový marketing. 3. vydání. Praha: Computer Press, 2020. 344 s. ISBN 978-80-251-5016-0
  • BLINKA, Lukáš. Online závislosti: jednání jako droga? : online hry, sex a sociální sítě : diagnostika závislosti na internetu : prevence a léčba. Praha: Grada, 2015. Psyché. ISBN 978-80-210-7975-5.
  • SPITZER, Manfred. Kybernemoc!: jak nám digitalizovaný život ničí zdraví. Přeložil Iva KRATOCHVÍLOVÁ. Brno: Host-vydavatelství, 2016. ISBN 978-80-7491-792-9.
  • VYHNÁNKOVÁ, Eliška and Michelle LOSEKOOT. Jak na sítě (Ovládněte čtyři principy úspěchu na sociálních sítích). Praha: Jan Melvil Publishing, 2019. 328 s. ISBN 978-80-7555-084-2.
  • KING, Christopher. Social Media Marketing 2020: THIS BOOK INCLUDE: Facebook Marketing, Instagram Advertising & Youtube Mastery Secrets. A beginner guide for personal. 2020. 450 s. ISBN 9798609963932.
  • YESILOGLU, Sevil a Joyce COSTELLO. Influencer Marketing: Building Brand Communities and Engagement. Abingdon: Newgen Publishing, 2021. ISBN 978-0-367-33866-4.
  • CYD, Leela. Jak fotit nejen na Instagram. Přeložil Leona MAŘÍKOVÁ. Praha: Euromedia, 2018. Esence. ISBN 978-80-7549-592-1.
Teaching methods
Exercises – application of knowledge, skill development
Interactive lectures (presentations include a number of examples of real posts showing best/worst practices, followed by joint discussion and participants’ own proposals). Case study analysis.
Group work.
Brainstorming and discussion.

Modern methods
Blended learning (combining in-person teaching with online study materials).
Use of AI tools (chatbots assisting in improvement proposals, supporting company case analysis).
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
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2024.
  • Enrolment Statistics (recent)
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