NA_MSN Marketing in Social Networks

University of Finance and Administration
Winter 2016
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Pavel Kotyza (seminar tutor)
Guaranteed by
Mgr. Pavel Kotyza
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS.
Timetable of Seminar Groups
NA_MSN/cMC1PH: each even Thursday 10:30–11:14 S35, each even Thursday 11:15–12:00 S35, P. Kotyza
NA_MSN/cMC2PH: each odd Thursday 10:30–11:14 S35, each odd Thursday 11:15–12:00 S35, P. Kotyza
NA_MSN/pMCPH: Thu 8:45–9:29 S35, Thu 9:30–10:15 S35, P. Kotyza
Prerequisites
There are no prerequisites for this course. This course is open to all students without any prior conditions.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the subject is to clarify the influence of the social media marketing and communications technology as growing tools of relationship marketing in the online space. Students attending this class will be aware of the e-commerce principles and online social media marketing including. Students will understand a methodology of creating content and using customer data, customer relationship processes and data mining based on such information for business entities. Students will understand ATL (internet advertising) and BTL (mobile marketing, online sales support, business on social networks such as Facebook, LinkedIn, Twitter, YouTube) communication activities.
Syllabus
  • Course contents:
  • Lecture 1 - INTRODUCTION TO SOCIAL MEDIA MARKETING - What is current status of the marketing communication? Do you know your Strengths, Weaknesses, Opportunities and Threats? What is Segmentation, Targeting a Positioning? Do your customers know your Product, Place, Price and Promotion?
  • Lecture 2 - REASONS FOR USING DIGITAL MEDIA - Why use digital media as a part of your marketing strategy? Is old marketing death or just evolving. Why should we target people locally and mobile first? How to follow users, fans and potential customers across devices.
  • Lecture 3 - FACEBOOK FOR COMMERCE - Facebook is not only for entertainment but the great platform for incredibly precise targeting. What is the best way to start on Facebook and how to reach fans locally or according to their interests. How to use FB as promotion, sales and customer care channel. Messenger as customer care platform.
  • Lecture 4 - TWITTER FOR BUSINESSES - Why tweet news about your company? How to use twitter as a source of business-critical information. Why use #hashtags, retweets, replies and all communication tools provided by Twitter? How to gain followers on Twitter?
  • Lecture 5 - LINKEDIN AS B2B COMMUNICATION TOOL - LinkedIn as a human resource tool. How to be present on LinkedIn and get in touch with B2B partners? Advertise on LinkedIn with targeting based on location, job position and seniority. Why B2B communication among humans matters?
  • Lecture 6 - YOUTUBE FOR BUSINESS USE - YouTube is 2nd search engine worldwide. How to use YouTube as customer care channel? Create YouTube video which people like and share. Use YouTube as a platform for managing communication between your company and clients. Why use celebrities in your videos?
  • Lecture 7 - INSTAGRAM AS BUSINESS TOOL - How to implement Instagram into your communication mix? Why does visual content matter? What is the anatomy of the Instagram post? How to get more attention using Stories and Video and #hashtags?
  • Lecture 8 - SNAPCHAT, MEERCAT & PERISCOPE FOR COMMERCIAL USE - How to use SnapChat one to one communication and boost sales? Why is SnapChat so popular among generation Z? Tips for successfull communication on SnapChat. Use cases and examples of targetted communication on SnapChat.
  • Lecture 9 - CORPORATE BLOGGING & SEO - Why create company’s blog? How to create an interesting post that people will read and share? What platform to use for blogging and how to create an editorial plan? What is content marketing and why it is important to create content for sharing on social networks? What is SEO and how can blogging help.
  • Lecture 10 - TARGETED PAY PER CLICK ADVERTISING - Your website is now your shop-window. How to lead potential customers to your website using pay-per-click advertising such as AdWords, Facebook Ads and others. How to create your first campaign and how to set up goals for measuring campaign results in Google Analytics?
  • 11.Future trends in electronic marketing
  • 12.Summary, case studies, discussion, sample test
Literature
    required literature
  • 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
  • Gopalakrishna,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.
  • PAVLŮ, Dušan. Marketing and Marketing Communication in SMEs. European Research Studies Journal. Greece: University of Piraeus, 2013, Vol. XVI, No 4, p. 113-126. ISSN 1108-2976. info
  • HAVLÍČEK, Karel. Marketing management and marketing controlling of SME´s. European Research Studies Journal. Greece: University of Piraeus, 2011, Vol. XIV, Issue 4, p. 39-54, 15 pp. ISSN 1108-2976. info
  • KOTLER, P. and G. ARMSTRONG. Marketing. 1. vydání. Praha: Grada Publishing, 2004. info
    recommended literature
  • ELIÁŠ, Karel. Marketing Communication Studies at the University of Finance and Administration (VŠFS) continues successfully also in English. AmCham Czech Republic Marketplace. Praha: AmCham Czech Republic, 2012, 25. 10. 2012. URL info
  • TOMČÍK, Michal. Marketing and Public Space. In Marketing Communications / Modern Educational Methods in Teaching Marketing Communications in Tertiary Education. Praha: Vysoká škola finanční a správní, o.p.s., 2011, 13 pp. ISBN 978-80-7408-055-5. info
  • BACHMAN, P. and Karel LACINA. Introduction to Management and Marketing. 1st ed. Hradec Králové: Gaudeamus, 2007, 169 pp. ISBN 978-80-7041-849-9. info
  • WUNDERMAN, L. Direct marketing (Being Direct: Making Advertising Pay). Praha: Grada Publishing, a.s., 2004. ISBN 80-247-0731-4. info
    not specified
  • Eagle, L 2015, Marketing Communications, Abingdon, Oxon: Routledge, eBook Collection (EBSCOhost)
Teaching methods
Teaching consists of lectures and exercises in full-time studies and controlled group consultations in the form of study. Minimum mandatory participation in exercises in full-time studies is 75%. Students who fail to meet the mandatory level of participation may be given during the semester additional study obligations (to the extent that will demonstrate academic achievement and acquired competencies necessary for successful completion of course).
Assessment methods
During semester is required to deliver homework aimed at market analysis, preparing social media content and definition of the social media strategy for selected businesses; _____ EXAM: prerequisites: at least 75%-participation in the lectures to pass the written test - 10 questions (5 closed a), b), c), d)) 5 open questions - passed if at least 7 correctly and then oral exam based on the test.
Language of instruction
English
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 Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (Winter 2016, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2016/NA_MSN