BA_DgM Digital Marketing

University of Finance and Administration
Winter 2020
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Ladislava Knihová, Ph.D., MBA (seminar tutor)
Guaranteed by
PhDr. Ladislava Knihová, Ph.D., MBA
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
BA_DgM/cCUPH: each even Tuesday 15:45–16:29 E123, each even Tuesday 16:30–17:15 E123, L. Knihová
BA_DgM/cMCPH: each odd Tuesday 14:00–14:44 E128, each odd Tuesday 14:45–15:30 E128, L. Knihová
BA_DgM/pCUMCPH: Tue 12:15–12:59 E224, Tue 13:00–13:45 E224, L. Knihová
Prerequisites
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+,..)
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 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.
Learning outcomes
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.
Syllabus
  • Course contents: DIGITAL MARKETING FUNDAMENTALS 1. Introducing digital marketing (DM) • Introduction – How has digital marketing transformed marketing? • Definitions - digital marketing; omnichannel marketing; paid/owned/earned media • Introduction to digital marketing strategy • Introduction to digital marketing communication • Students' projects presentation, peer-to-peer evaluation, discussion 2. Online marketplace analysis: micro-environment • Introduction • Situation analysis for digital marketing • The digital marketing environment • Understanding how customers interact with digital markets • Consumer choice and digital influence • Customer characteristics • Marketing personas • Competitors • Suppliers • New channel structures • Digital business models for e-commerce • Digital revenue models • Students' projects presentation, peer-to-peer evaluation, discussion 3. The digital macro-environment • Introduction • The rate of environment change • Technological forces • Economic forces • Political forces • Legal forces • Social forces • Students' projects presentation, peer-to-peer evaluation, discussion DIGITAL MARKETING STRATEGY DEVELOPMENT 4. Digital marketing strategy • Introduction • Digital marketing strategy as a channel marketing strategy • The scope of digital marketing strategy • Importance of integrated DM and digital transformation • How to structure a digital marketing strategy (the SOSTAC planning framework) • Situation analysis • Competitor analysis • Setting goals and objectives for DM • Strategy formulation for DM • Strategy implementation for DM • Assessing digital projects • Students' projects presentation, peer-to-peer evaluation, discussion 5. Digital media and the marketing mix • Introduction • Product • Price • Place • Promotion • People, process and physical evidence • Students' projects presentation, peer-to-peer evaluation, discussion 6. Relationship marketing using digital platforms • Introduction • Using social media to improve customer loyalty and advocacy • The challenge of customer engagement • Customer lifecycle management strategy • Students' projects presentation, peer-to-peer evaluation, discussion DIGITAL MARKETING IMPLEMENTATION AND PRACTICE 7. Delivering the digital customer experience • Introduction • Planning website, app design and redesign projects • Initiation of a digital experience project • Defining site or app requirements • Designing the user experience (UX) • Managing and testing content • Online retail merchandising • Site promotion or 'traffic building' • The impact of service quality on e-loyalty • Students' projects presentation, peer-to-peer evaluation, discussion   8. Campaign planning for digital media • Introduction • The characteristics of digital media • A structured approach to planning an integrated campaign • Step 1: Goal setting and tracking for interactive marketing communication • Step 2: Campaign insight • Step 3: Segmentation and targeting • Step 4: Offer, message development and creative • Step 5: Budgeting and selecting the digital media mix • Step 6: Integration into overall media schedule or plan • Students' projects presentation, peer-to-peer evaluation, discussion 9. Marketing communication using digital media channels • Introduction • Search engine marketing • Online public relations and influencer relationship management • Online partnerships including affiliate marketing • Interactive display advertising • Opt-in email marketing and mobile messaging • Social media and viral marketing • Offline promotion techniques • Students' projects presentation, peer-to-peer evaluation, discussion 10. Evaluation and improvement of digital channel performance • Introduction • Digital analytics and data visualization • Performance management for digital channels (system, metrics, tools and techniques) • Content management process • Responsibilities for customer experience and site management • Students' projects presentation, peer-to-peer evaluation, discussion 11. Revision Units 1-5 • Digital marketing terms - revision • Digital marketing concepts - revision • Q & A session • Creative group discussion 12. Revision Units 6-10 • Digital marketing terms - revision • Digital marketing concepts - revision • Q & A session • Creative group discussion
Literature
    required literature
  • CHAFFEY, Dave and ELLIS-CHADWICK, Fiona, 2019. Digital marketing. Seventh edition. Harlow, England ; New York: Pearson. ISBN 978-1-292-24157-9.
  • 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.
  • KOTLER, Philip, KARTAJAYA, Hermawan and SETIAWAN, Iwan, 2017. Marketing 4.0: moving from traditional to digital. Hoboken, New Jersey: Wiley. ISBN 978-1-119-34120-8.
    recommended literature
  • RYAN, Damian, 2017. Understanding digital marketing: marketing strategies for engaging the digital generation. Fourth edition. London: Kogan Page. ISBN 978-0-7494-7843-8.
  • TUTEN, Tracy L. a Michael R. SOLOMON. Social media marketing. In: . ISBN 978-0-13-2551-79-3.
Teaching methods
Experiential learning - Interactive lectures - Case studies - Text analyses with focus on digital economy. Seminars will be focused on hands-on experience. Minimum 75% attendance to be allowed to take the test.Part time students' minimum attendance is 50 %.
Assessment methods
z/Zk (Credit & Exam; 7 credits) Credit will be based on student attendance (minimum 75% / 50%=part time students) and a project presentation in class. Final exam is based on a written test (5 closed a 5 open questions, minimum 75% correct answers for passing the test) followed by an interview if needed.
Language of instruction
English
Follow-Up Courses
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 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2020, recent)
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