Course detail
Digital Marketing and Social Media
FP-BDMSEAcad. year: 2021/2022
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
Number of ECTS credits
Mode of study
Guarantor
Department
Learning outcomes of the course unit
Prerequisites
Co-requisites
Planned learning activities and teaching methods
Assesment methods and criteria linked to learning outcomes
Credit will be given for the project and presentation focused on:
- Optimization of digital marketing tools and social networks in terms of launching innovative products to market
- 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.
The test will focus on the acquisition of knowledge and skills taught in the course issues. System-engineering approach combined with a creative solution to the given examples will be primarily evaluated.
Course curriculum
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
Aims
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
POYNTER, Ray. The handbook of online and social media research: Tools and techniques for market researchers. John Wiley & Sons, 2010. (EN)
Recommended reading
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. (EN)
Elearning
Classification of course in study plans
Type of course unit
Lecture
Teacher / Lecturer
Syllabus
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
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
6th 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
7th 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
8. Generation of profit from placing ads on your own website - Google program adsence
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
10th 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, Foursquare and Path
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
Teacher / Lecturer
Syllabus
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 scarce resources to business
Elearning