NA_MSN Marketing in Social Networks

University of Finance and Administration
Winter 2021
Extent and Intensity
0/2/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types 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
NA_MSN/cECPH: each odd Tuesday 14:00–14:44 S22, each odd Tuesday 14:45–15:30 S22, each odd Tuesday 15:45–16:29 S22, each odd Tuesday 16:30–17:15 S22, L. Knihová
NA_MSN/cMCPH: each even Tuesday 12:15–12:59 S35, each even Tuesday 13:00–13:45 S35, each even Tuesday 14:00–14:44 S35, each even Tuesday 14:45–15:30 S35, L. Knihová
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
This is an industry-driven course which gives opportunities for hands-on experience, preparing graduates for leadership positions in one of the fastest-growing job sectors in the world. The subject of the lectures is to introduce students to social media marketing and social networks. Lectures focus also on the integration of social media strategies into the overall business strategies of companies. By completing this course, students will understand the role of digital marketing tools and social media for business orientation.
Learning outcomes
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.
Syllabus
  • Course Content:
  • Syllabus 1. Introduction to social media marketing, social networks vs. social media 2. Content marketing and copywriting 3. Social media strategy for the business growth and building of communities 4. Video marketing and YouTube marketing, role of influencers and PR 4.0 in social networks 5. Facebook marketing and Instagram marketing 6. E-mail marketing 7. LinkedIn marketing and Twitter marketing 8. Mobile app marketing and App Store Optimization (ASO) 9. SEO - Search engine optimization 10. Google Analytics, Google Ads, Google Ads, Facebook Business Manager, Google Trends 11. Multimedia content creation, podcasting, graphics in social media posts, infographics, Word Art generators 12. GDPR and deceptive/false advertising, legal aspects of digital marketing + Creative group discussion, marketing concepts' revision and marketing in social networks' terminology comprehension, course evaluation
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.
  • SMITH, Mark, 2017. Social media marketing: facebook marketing, Youtube marketing, Instagram marketing. ISBN 978-1-976544-34-7.
  • SARKAR, Christian and KOTLER, Philip, 2020. Brand Activism: from purpose to action. Erscheinungsort nicht ermittelbar: Idea Bite Press. ISBN 978-1-73424-411-3.
  • PULIZZI, Joe, 2014. Epic content marketing: how to tell a different story, break through the clutter, and win more customers by marketing less. New York: McGraw-Hill Education. ISBN 978-0-07-181989-3.
    recommended literature
  • MILLER, Robert, 2019. Social Media Marketing Mastery 2019. Independantly Published. ISBN 978-1-09-190740-9.
  • DODSON, Ian, 2016. The art of digital marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. 1. Hoboken: Wiley. ISBN 978-1-119-26710-2.
  • Sylabus II: SOLOMON, Michael R, 2016. Consumer behavior: buying, having, and being. 12. edice. Pearson. ISBN 978-0-13-412993-8.
  • MILES, Jason, 2019. Instagram power: build your brand and reach more customers with visual influence. Second edition. New York: McGraw-Hill. ISBN 978-1-260-45330-0.
  • 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.
  • KOTLER, Philip, KARTAJAYA, Hermawan and SETIAWAN, Iwan, 2021. Marketing 5.0: technology for humanity. Hoboken, New Jersey: Wiley. ISBN 978-1-119-66851-0.
  • JACKSON, Dave, 2020. Profit from your podcast: proven strategies to turn listeners into a livelihood. New York: Allworth Press. ISBN 978-1-62153-772-4.
  • GITNER, Seth, 2016. Multimedia storytelling for digital communicators in a multiplatform world. New York: Routledge. ISBN 978-1-138-85576-2.
Teaching methods
The method of instruction during the controlled group consultations include experiential learning - interactive lectures - case studies - text analyses with the focus on social media and social networks. Seminars will be focused on hands-on experience in implementing the social media marketing concepts into practice. Minimum mandatory attendance in the controlled group consultations is 75% attendance for full-time students and 50 % for the part-time students to be allowed to sit for the final test and oral exam. Those students who fail to meet the mandatory scope of attendance will be required to fulfil additional study obligations to the extent that allows demonstrating academic achievements and acquired competencies necessary for the successful completion of the course.
Assessment methods
Assessment - requirements
Active participation of students in seminars, timely completion of assignments according to the instructions of the course teacher.
Course assessment methods are based on a combination of formative and summative assessments. The following are the conditions for getting CREDITS:
a) minimum attendance requirements met;
b) submission of a video project;
c) oral exam consisting of the student's video project presentation and precise explanation of 3 professional social media marketing terms covering the course content.
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: 12 hodin KS/semestr.
The course is also listed under the following terms Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2022, Winter 2023.
  • Enrolment Statistics (Winter 2021, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2021/NA_MSN