BA_DgM Digital Marketing

Vysoká škola finanční a správní
zima 2017
Rozsah
2/1/0. 10 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Ing. Pavel Rosenlacher, Ph.D. (přednášející)
PhDr. Ladislava Knihová, Ph.D., MBA (cvičící)
Mgr. Pavel Kotyza (cvičící)
Garance
Mgr. Pavel Kotyza
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Edita Jerie, DiS.
Rozvrh seminárních/paralelních skupin
BA_DgM/cBMCPH: každé liché pondělí 8:45–9:29 E128, každé liché pondělí 9:30–10:15 E128, L. Knihová
BA_DgM/cMCPH: každý lichý čtvrtek 17:30–18:15 E227, každý lichý čtvrtek 18:15–19:00 E227, P. Kotyza
BA_DgM/pBMCPH: Po 12:15–12:59 E124, Po 13:00–13:45 E124, L. Knihová
BA_DgM/pMCPH: každý sudý čtvrtek 15:45–16:30 E227, každý sudý čtvrtek 16:30–17:15 E227, každý sudý čtvrtek 17:30–18:15 E227, každý sudý čtvrtek 18:15–19:00 E227, P. Kotyza
Předpoklady
Assumptions: 1/ to pass successfully 2nd grade classes 2/ student,s ability to understand marketing theory and to consider possible applications/options into the practical Electronic marketing processes/campaigns/programs. Focus will be also on the social networks(FB,LinkedIn,Twitter,Google+,..)
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The aim of the subject is to clarify the influence of the modern IT systems 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 marketing including e-business, e-procurement and B2B and B2C marketing. Students will understand methodology of creating 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, Google+) communication activities.
Výstupy z učení
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner.
Osnova
  • Course contents: 1.Introduction to Electronic marketing 2.Marketing Concept of IT CRM (IS) as a relationship marketing tool 3.Architecture of the communication system (EDI, internet, cloud based) 4.B2B and B2C e-business and e-procurement typology 5.Effective data mining as a source of relevant data about customer needs 6.Customer segmentation – introduction to different types of segments (demographic, socio graphic) 7.Online application development including metrics definition (definition, targets, key metrics) 8.Internet and mobile marketing advertising formats and their pros, cons 9.Web 2.0, responsive design as a marketing tool – using CRM platforms 10.Social Networks as a marketplace – getting the most from online communities for B2B and B2C marketing communication 11.Future trends in electronic marketing 12.Summary, case studies, discussion, sample test
Literatura
    povinná literatura
  • KOTLER, Philip. Marketing 4.0: from products to customers to the human spirit. Place of publication not identified : John Wiley, 2016.
  • TUTEN, Tracy L. a Michael R. SOLOMON. Social media marketing. In: . ISBN 978-0-13-2551-79-3.
  • SOLIS, Brian. What's the future of business?: changing the way businesses create experiences. Hoboken, N.J.: Wiley, c2013, 218 p. ISBN 11-184-5653-X.
  • Gopalakrishna,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.
  • BUTTLE, Francis. Customer relationship management: concepts and technologies. 2nd ed. Amsterdam: Butterworth-Heinemann, 2009. ISBN 978-185-6175-227.
  • MONAGHAN, Dan. Digital minds: 12 things every business needs to know about digital marketing. Victoria, BC : FriesenPress, 2015. 266 s. ISBN 1460230205
    doporučená literatura
  • HAVLÍČEK, Karel, KAŠÍK, Milan. Marketing při utváření podnikové strategie. 3. aktualizované vydání, 2015. 264 s. ISBN 978-80-7408-100-2. 315 Kč
  • LACINA, Karel. Management a marketing cestovního ruchu, 82 s. 2010. ISBN 978-80-7408-035-7. 190 Kč
  • Simmons,G.-Brychan,T.: E-commerce adoption and Small Business in the Global Marketplace:Tools for Optimization.IGI Global 2010.
  • 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.
Výukové metody
Interactive lectures. Presentations followed by examples, case studies and test cases. Seminars will be focused on hands-on experience. Minimum 75% attendance to both presentations and exams required to be allowed to do written test.
Metody hodnocení
z/Zk (Credit & Exam; 7 credits) Credit will be based on student attendance (minimum 75%) and project presentation in class. Exam based on written test (5 closed a 5 open questions, minimum 75% for passing the class) followed by interview if needed.Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the successful accomplishment
Vyučovací jazyk
Angličtina
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Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2016, zima 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.