Course detail

Digital Marketing and Social Media

FP-ERBDMSEAcad. year: 2018/2019

The emphasis is placed on the practical use of digital marketing instruments and social networking applications within the launch of innovative products to market.
The significant aspect is also the application of system-analytical methods leading to a product line innovation and optimization of product and sevice attributes. The main aim is to enhance the competitiveness of a company within the SME business.

Language of instruction

English

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

Ing. David Schüller, Ph.D.

Department

Institute of Management (ÚM)

Offered to foreign students

Of all faculties

Learning outcomes of the course unit

Students will gain the knowledge of specific approaches for the application of digital marketing and social networking for business purposes. Students will be able to use the relevant business tools and optimize digital marketing tactics and strategies using the necessary programs with a view to the efficient allocation of limited resources.

Prerequisites

Intermediate knowledge of marketing concepts and principles at the level of higher education is a prerequisite for the course - Digital Marketing and Social Media.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The course consists of lectures where will be explained the basic principles, methodologies and tools for digital marketing and social networking. Exercises are focused on practical use of the subject matter presented in lectures.

Assesment methods and criteria linked to learning outcomes

Lectures:

The attendance is mandatory. Students can have max. 3 absences.

Seminars.

The attendance is mandatory. Students can have max. 3 absences.

Credit will be given for the project and presentation focused on:

- Application of system-analytical methods leading to innovation and optimization of product lines and innovative attributes of each product or service in order to increase the competitiveness of the business entity.

- Optimization of digital marketing tools and social networks in terms of launching innovative products to market

The oral exam will be conducted in the form of a colloquium. It will focus on the acquired knowledge and skills of the topics discussed within the course. The student will need to obtain at least 50 points out of 100.

Course curriculum

1. Definition and framework of digital marketing and social networking for business purposes; the use of digital marketing for the purposes of marketing research (obtaining relevant information)
2. The establishment and development of SME business based on optimization of the supply of products and related services on the website
3. Using global online distribution channels for selling products - Amazon.
4. Possibilities of electronic payments via a payment gateway - a practical demonstration of the payment system GoPay
5. Search Engine Marketing - methodology for creating, editing and optimization of form and content of the website to increase their visibility and appropriate automated processing in web search engines
6. Online Keyword Advertising on Google adwords- reaching potential customers at the moment looks chosen words or phrases; the use of cost metrics through rate - CTR (effective rate of ad clicks), cost per click CPC (cost per click advertising), pay per click PPC (pay per click advertising) and others; e-mail marketing
7-8. Acquisition of new customers, conversion, maximize customer retention, identification of key characteristics of customers and use these data to create a more optimal marketing tactics in an environment of Google Analytics and Google Trends
9. Digital marketing targeted at mobile devices; SMS and MMS marketing; In-game mobile marketing; Location Based Marketing (marketing based on the findings of the place where the customer is located) Quick Respond (QR) codes; Application Ad-meter
10. Marketing Social Networking - a general introduction to the topic;
the most widely used social networks and their applications in marketing - Youtube, Facebook, Google +, Pinterest, Second Life, and more
11. Social networks focused on mobile devices - Instagram
12.Tvorba branding strategy in an environment of social networks and digital marketing
13. Identification and use of effective tools of digital marketing and social networking with regard to the use of limited resources in the SME business

Work placements

Not applicable.

Aims

The aim of the course is to learn the tools of digital marketing and social networking applications in connection with the promotion and sale of products within the SME business. Another aim is to teach students to apply systematic and analytical methods to innovate product lines and optimizing the various attributes of innovative products and services with an emphasis on increasing the competitiveness of the business entity.

Specification of controlled education, way of implementation and compensation for absences

Within the course the tools and applications of digital marketing and social networking will be introduced in the context of the SME business. The course will be focused on team projects which main objective will be the use and optimization of digital marketing and social networks tools in the case study. Further emphasis will be placed on system-analytical methods in the process of product innovation and their launch to markets. Part of the course time will be given to project consultation and within the rest of time students will work on their team projects.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KAUFMAN, Ira; HORTON, Chris. Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Routledge, 2014.
POYNTER, Ray. The handbook of online and social media research: Tools and techniques for market researchers. John Wiley & Sons, 2010.

Recommended reading

FLORES, Laurent. How to measure digital marketing: metrics for assessing impact and designing success. Palgrave Macmillan, 2013.
RICHARDS, Michael. Social Media:Dominating Strategies for Social Media Marketing with Twitter, Facebook, Youtube, LinkedIn and Instagram. CreateSpace Independent Publishing Platform, 2015. ISBN 978-1507764862.

Classification of course in study plans

  • Programme BAK-Z Bachelor's

    branch BAK-Z , 1 year of study, winter semester, elective

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

Ing. David Schüller, Ph.D.

Syllabus

1. Definition and content framework of digital marketing and social networking for business purposes; the use of digital marketing for the purposes of marketing research (obtaining relevant information)
2. The establishment and development of SME business based on optimization of the supply of products and related services on the website (Web-Based Entrepreneurship); starting your own e-shop with the use of creative thinking in an environment of digital marketing
3. Using global online distribution channels for selling products - like Amazon.
4. Possibilities of electronic payments via a payment gateway - a practical demonstration of the PayPal payment system and GoPay
5th Search Engine Marketing - methodology for creating, editing and optimization of form and content of the website to increase their visibility and appropriate automated processing in web search engines
6. Online Keyword Advertising on Google adwords- reaching potential customers at the moment looks chosen words or phrases; the use of cost metrics through rate - CTR (effective rate of ad clicks), cost per click CPC (cost per click advertising), pay per click PPC (pay per click advertising) and others; e-mail marketing
7. - 8. Acquisition of new customers, conversion, maximize customer retention, identification of key characteristics of customers and use these data to create a more optimal marketing tactics in an environment of Google Analytics and Google Trends
9. Digital marketing targeted at mobile devices; SMS and MMS marketing; In-game mobile marketing; Location Based Marketing (marketing based on the findings of the place where the customer is located) Quick Respond (QR) codes; Application Ad-meter
10. Marketing Social Networking - a general introduction to the topic;
the most widely used social networks and their applications in marketing - Youtube, Facebook, Twitter, Google+, Pinterest, Second Life, and more
11. Social networks focused on mobile devices - Instagram
12.Tvorba branding strategy in an environment of social networks and digital marketing
13. Identification and use of effective tools of digital marketing and social networking with regard to the use of scarce resources in the SME business

Exercise

13 hod., compulsory

Teacher / Lecturer

Ing. David Schüller, Ph.D.

Syllabus

1. Example for the specific use of digital marketing and social networking for marketing research in practice
2. Process of creative thinking in the process of establishing and developing their own e-shop and business development based on the optimization of the supply of products and related services on the website
3. Demonstration of a specific use global online distribution channels for selling products - Amazon in practice
4. Possibilities of electronic payments via a payment gateway - a practical demonstration of the PayPal payment system and GoPay
5. Demonstration of specific use Search Engine Marketing - editing and optimization of form and content of the website to increase their visibility and appropriate automated processing in web search engines
6. Demonstration of a specific use Online Keyword Advertising on Google Adwords; reaching potential customers at the moment looks chosen words or phrases; the use of cost metrics through rate - CTR (CTR), cost per click CPC (cost per impression), pay per click PPC (pay per view) and others; e-mail marketing
7 - 8. Demonstration of specific use of Google Analytics and Google Trends in practice - new customer acquisition, conversion, maximize customer retention, identification of key characteristics of customers and use these data to create a more optimal marketing tactics
9.Ukázka specific application of digital marketing targeted at mobile devices; SMS and MMS marketing; In-game mobile marketing; Location Based Marketing (marketing based on the findings of the place where the customer is located) Quick Respond (QR) codes; Application Ad-meter
10. Example of the use of effective tools of social networks - Youtube, Facebook, Google+, Pinterest, Second Life
11. Examples of the use of effective tools of social networking on mobile devices - Instagram
12. Use of effective tools for brand building in the environment of social networks and digital marketing
13. Concrete solutions Example (case study) - Identification and use of effective tools of digital marketing and social networking with regard to the use of limited resources to business