Course objectives
The aim of the course is to introduce the concepts, features and differences of digital marketing tools and their effective use in different sizes of organizations. The course will not only explore new modern tools and concepts, but also to "contextualize" classical marketing theoretical disciplines such as marketing communication, marketing research or public relations to the environment of the Internet. The course also aims at familiarizing students with the modern, up-to-date concept of marketing and with the options, techniques and tools that digital marketing brings to practice.
Assessment methods
Zápočet: aktivní účast na cvičeních, vypracování zadaných úkolů, zápočtový test
Zkouška: ústní