B_DgM Digital Marketing

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
Guaranteed by
Ing. Pavel Rosenlacher, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
B_DgM/cMMO: each even Tuesday 14:00–14:44 M21, each even Tuesday 14:45–15:30 M21, P. Rosenlacher
B_DgM/cM1PH: each even Thursday 14:00–14:44 E307, each even Thursday 14:45–15:30 E307, P. Rosenlacher
B_DgM/cM2PH: each even Thursday 15:45–16:29 E227, each even Thursday 16:30–17:15 E227, P. Rosenlacher
B_DgM/pMMO: each even Tuesday 10:30–11:14 M21, each even Tuesday 11:15–12:00 M21, each even Tuesday 12:15–12:59 M21, each even Tuesday 13:00–13:45 M21, P. Rosenlacher
B_DgM/pMPH: Thu 12:15–12:59 E306, Thu 13:00–13:45 E306, P. Rosenlacher
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 typology of e-business, e-procurement and especially B2B and B2C marketing. Students will understand methodology of creating and using customer data, customer relationship processes and effective data mining based. Students will understand ATL (internet advertising) and BTL (mobile marketing, online sales promotion, 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
  • 1st lecture - Introduction to digital marketing.
  • 2nd lecture - The marketing concept of CRM as part of relationship marketing and IT solutions in CRM.
  • 3rd lecture - Customer segmentation and working with customer databases and e-mailing.
  • 4th lecture - Online advertising.
  • 5th lecture - SEO, SEM and Web analytics.
  • 6th lecture - E-commerce - online trading, online sales promotion, marketplace
  • 7th lecture - Using of copywriting, AI in e-commerce
  • 8th lecture - Social networks and social media marketing.
  • 9th lecture - Promotion on social networks
  • 10th lecture - Viral marketing, buzz marketing and other forms of marketing.
  • 11th lecture - Future trends in digital marketing.
  • 12th lecture - Case studies, summary and discussion.
Literature
    required literature
  • JANOUCH, Viktor. Internetový marketing. 3. vydání. Praha: Computer Press, 2020. 344 s. ISBN 978-80-251-5016-0
  • SEMERÁDOVÁ, Tereza a Petr WEINLICH. Marketing na Facebooku a Instagramu: využijte naplno organický dosah i sponzorované příspěvky. Brno: Computer Press, 2019. 12 s. ISBN 978-80251-4959-1
  • BRUNEC, Jan. Google analytics. Praha: Grada Publishing, 2017. Průvodce (Grada). ISBN 978-80-271-0338-6.
  • Kolektiv autorů. Online Marketing Super Affiliate Academy: Tvorba zarábajúceho webu. Affiliate sieť Dognet, 2019. ISBN 978-80-899-6902-9.
  • MIKULÁŠKOVÁ, Petra a Mirek SEDLÁK. Jak vytvořit úspěšný a výdělečný internetový obchod. Brno: Computer Press, 2015. ISBN 9788025143834.
  • KNIHOVÁ, Ladislava. AI marketing playbook: jak ChatGPT a umělá inteligence mění svět marketingu. Praha: Grada, 2024. ISBN 978-80-271-5226-1.
    recommended literature
  • SÁLOVÁ, Anna, Zuzana VESELÁ a Michaela RAKOVÁ. Copywriting: pište texty, které prodávají. 2. aktualizované a rozšířené vydání. V Brně: Computer Press, 2020. ISBN 9788025150177.
  • STEINER, Zdeněk. Podnikání na Amazonu: praktický návod, jak nastartovat podnikání s fyzickými produkty pod vlastní značkou. Brno: Steiner Media, 2016. ISBN 978-80-260-9719-8.
  • CYD, Leela. Jak fotit nejen na Instagram. Přeložil Leona MAŘÍKOVÁ. Praha: Euromedia, 2018. Esence. ISBN 978-80-7549-592-1.
  • ŽŮREK, Jiří. Praktický průvodce GDPR. Olomouc: ANAG, [2017]. Právo. ISBN 978-80-7554-097-3.
  • E-commerce & retail merchandising. In: . 2017. ISBN 978-1-4298-4049-1.
  • Kolektiv autorů. Online marketing. V Brně: Computer Press, 2014. ISBN 978-80-251-4155-7.
  • GASSTON, Peter. Moderní web. V Brně: Computer Press, 2015. ISBN 978-80-251-4345-2.
  • PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing, 2019. Expert. ISBN 978-80-271-0787-2.
  • LOŠŤÁKOVÁ, Hana. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada Publishing, 2017. Expert. ISBN 978-80-271-0419-2.
  • KAŠÍK, Milan a Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3., akt. vyd. Praha: Vysoká škola finanční a správní, 2015. ISBN 978-80-7408-100-2.
  • 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.
  • CHAFFEY, Dave a Fiona ELLIS-CHADWICK. Digital marketing. Seventh edition. Harlow, England: Pearson, 2019. ISBN 978-1-292-24157-9.
Teaching methods
Interactive lectures - Case studies - Students' projects - Group work - Text analyses with focus on digital economy.
Assessment methods
Exam in form of written examination (no online testing). Requirements for credit: minimum 80% attendance at seminars and active participation in teamwork at seminars (elaboration of presentation in team).
Language of instruction
Czech
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: 16 hodin KS/semestr.
The course is also listed under the following terms Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
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