BA_DgM Digital Marketing

Vysoká škola finanční a správní
zima 2018
Rozsah
2/1/0. 10 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
PhDr. Ladislava Knihová, Ph.D., MBA (cvičící)
Mgr. Pavel Kotyza (cvičící)
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: Ing. Edita Jerie, DiS.
Rozvrh seminárních/paralelních skupin
BA_DgM/cBMCPH: každé sudé úterý 12:15–12:59 E303PC, každé sudé úterý 13:00–13:45 E303PC, L. Knihová
BA_DgM/cMCPH: každé sudé pondělí 10:30–11:14 E223, každé sudé pondělí 11:15–12:00 E223, P. Kotyza
BA_DgM/pBMCPH: Út 10:30–11:14 E228, Út 11:15–12:00 E228, L. Knihová
BA_DgM/pMCPH: Po 8:45–9:29 E223, Po 9:30–10:15 E223, 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
On completion of this course, learners will be able to: 1. Understand the impact of technology on the traditional marketing mix. 2. Understand how they can use digital marketing to increase sales and grow their business. 3. Understand the basics of the digital marketing tool kit. 4. Become familiar with digital display advertising formats. 5. Get acquainted with the working environment of Google Ads. 6. Become familiar with web analytics reporting and the role of powerful comments. 7. Become familiar with the elements of the digital marketing plan. 8. Understand how to reach your online target market and develop basic digital marketing objectives.
Osnova
  • Course contents: 1.Introduction to digital marketing 2. The marketing concept of CRM as part of relationship marketing and IT solutions in CRM 3.Business information systems and data mining 4.Customer segmentation and customer databases 5.Online advertising 6.SEO, SEM and web analytics - Google Ads 7.Web 2.0 and webdesign; YouTube and other platforms 8.E-business and its typologies - online trading, online sales promotion 9. Social networks and social media marketing 10.Viral marketing and other forms of communication 11.Future trends in digital marketing 12.Case studies, summary and discussion
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.
  • DODSON, Ian, 2016. The art of digital marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Hoboken, New Jersey: Wiley, 385 s. ISBN 978-111-9265-702.
  • DODSON, Ian, 2016. The art of digital marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Hoboken, New Jersey: Wiley, 385 s. ISBN 978-111-9265-702.
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 zařazen také v obdobích zima 2016, zima 2017, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.