NA_MSN Marketing in Social Networks

Vysoká škola finanční a správní
zima 2018
Rozsah
2/1/0. 10 hodin KS/semestr. 5 kr. Ukončení: zk.
Vyučující
PhDr. Karel Eliáš, CSc. (přednášející)
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
NA_MSN/cMCPH: každé sudé úterý 10:30–11:14 S11, každé sudé úterý 11:15–12:00 S11, P. Kotyza
NA_MSN/pMCPH: Út 8:45–9:29 S11, Út 9:30–10:15 S11, P. Kotyza
Předpoklady
There are no prerequisites for this course. This course is open to all students without any prior conditions.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The subject of the lectures is to introduce students to marketing on the Internet and social networks. Lectures focus not only on specifics of social network marketing but also on the position of the social network marketing from the overall company's marketing strategy point of view. By completing this course, student will understand and explain in general online marketing tools and provides information about their use.
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 Content: 1. Introduction to subject and internet marketing 2. Influence of social media marketing and campaign creation 3. Influence of social networks and Internet on users 4. Social network marketing from the content marketing point of view 5. Social networks as the part of the Public Relations strategy 6. Marketing Copywriting 7. Online Advertising 8. Website analytics 9. Social Networks and Content promotion 10. Facebook, promotion on Social Networks 11. Other types of promotion 12. Case Studies
Literatura
    povinná literatura
  • TUTEN, Tracy L. a Michael R. SOLOMON. Social media marketing. In: . ISBN 978-0-13-2551-79-3
  • Gopalakrishna,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 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
  • PAVLŮ, Dušan. Marketing and Marketing Communication in SMEs. European Research Studies Journal. Greece: University of Piraeus, 2013, Vol. XVI, č. 4, s. 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, s. 39-54, 15 s. ISSN 1108-2976. info
    doporučená literatura
  • Eagle, L 2015, Marketing Communications, Abingdon, Oxon: Routledge, eBook Collection (EBSCOhost)
  • TAPP, Alan, Ian WHITTEN a Matthew HOUSDEN. Principles of direct, database and digital marketing. In: . ISBN 978-0-2-7375-650-7
  • BULLARD, Brittany. Style and statistics: the art of retail analytics. In: . ISBN 978-1-119-27124-6.
  • 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 s. ISBN 978-80-7408-055-5. info
  • BACHMAN, P. a Karel LACINA. Introduction to Management and Marketing. 1. vyd. Hradec Králové: Gaudeamus, 2007, 169 s. ISBN 978-80-7041-849-9. info
  • KOTLER, P. a G. ARMSTRONG. Marketing. 1. vydání. Praha: Grada Publishing, 2004. info
Výukové metody
Theoretical analysis - industry and market case studies - lectures - news and trends from the industry
Metody hodnocení
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.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2016, zima 2017, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023.